Marketing Behaviour and Constraint Prioritisation among Foxnut Growers in Bihar

Abstract

Foxnut or makhana (Euryale ferox Salisb) is an important aquatic crop linked with wetland-based livelihoods, rural employment and emerging health-food markets in Bihar. The present study analysed marketing behaviour and identified the major constraints faced by foxnut growers in three major makhana-producing districts of Bihar: Madhubani, Saharsa, and Purnia. A descriptive and exploratory research design was adopted. Primary data were collected from 120 growers in six villages using a structured interview schedule. The data were analysed using frequency and percentage, Pearson correlation, multiple linear regression, and Rank-Based Quotient (RBQ) analysis. Results revealed that product quality was the most important selling consideration for 38% of respondents, while word of mouth (42%) and social media (41%) were the dominant buyer-contact methods. Most growers sold through local vendors (46%) or professional agents/traders (38%), and the average reported selling price was Rs. 982.5 per kg. Regression results showed that education, marital status, family income, pond type and landholding significantly influenced marketing behaviour, with the model explaining 65.3% of the adjusted variation. RBQ analysis identified a lack of credit facility, a lack of pond/land ownership and a lack of scientific knowledge as the top constraints. The study recommends FPO-based aggregation, credit linkage, market intelligence, scientific training and localised processing infrastructure to improve farmer bargaining power and market participation.