MARKETING BEHAVIOUR OF KESAR MANGO AMONG THE MANGO GROWERS

India is the second largest producer of fruits in the world and holds first position in production of mangoes. As per the second advance estimate of National Horticulture Board, mango is growing on 2291 thousand hectares area and produce 20444 thousand MT in India. The share of mango in total fruit production of Gujarat is 15.90 per cent and contributing 06.70 per cent share in the total production of Indian mango. The study was conducted in Navsari district and the 3 talukas were covered under the study. Two villages were selected from each selected taluka, thus selecting of six villages by simple random sampling technique. From each village 20 respondents were selected through randomly. Thus, total sample of 120 mango growers were drawn for study. The study concluded that majority of the Kesar mango growers under the study were found middle age, high school in education, medium farming experience, semi medium land holding, small area under kesar mango, medium level of annual income and medium farming experience. It was also found that majority of the Kesar mango growers had medium level of source of information, economic orientation, innovativeness, risk orientation, and scientific orientation. Further, majority of the Kesar mango growers were found to have medium level of marketing behaviour.