What shapes farmers’ perceptions of supermarket retail chains? An exploratory study in India

Purpose This study explores fruit and vegetable farmers' perceptions of supermarket retail channels in India. As supermarkets integrate into the agricultural supply chain, understanding farmer perspectives is vital for policy and decision-making. Using data from 213 farmers, this study develops and validates an instrumental scale to identify key factors influencing their participation in supermarket retail chains. Design/methodology/approach The research instrument was developed through an extensive literature review and expert discussions, followed by refinement after a pre-test. The final instrument was then administered and validated using exploratory and confirmatory factor analysis to ensure reliability and accuracy using SPSS and AMOS 24. Findings The study identifies key factors influencing farmer perceptions of supermarket retail channels, including buyer–seller relationships, price mechanisms, marketing costs, access to market information and dependence. These five factors accounted for 72.462% of the variance in explaining the predictors of participation decision of farmers towards supermarkets. These factors play a crucial role in shaping farmers’ decisions regarding supermarket participation. Practical implications The findings offer valuable insights for farmers, policymakers and industry stakeholders. By understanding the factors that shape farmer perceptions, stakeholders can design effective strategies to enhance farmer participation in supermarket retail channels, ultimately improving market access and economic outcomes. Originality/value This study addresses a critical research gap by directly measuring farmer perceptions of supermarket retail channels in India. It provides a foundational understanding that can inform future research and policy initiatives aimed at strengthening the agricultural supply chain.