International Journal of Marketing and Human Resource Management (IJMHRM), ISSN 0976 – 6421 (Print), ISSN 0976 – 643X (Online), Volume 4, Issue 1, January - April (2013) 8 A CRITICAL STUDY ON ROAD SIDE MARKETING - A NEW AVENUE FOR FARMERS IN SMALL VILLAGES DR RAJESH UTTAM KANTHE Associate Professor, Bharati Vidyapeeth University, Institute Of Management .Sangli drrajeshkanthe@gmail.com ABSTRACT India is identified as a farming nation and farming is the backbone of the country. Majority of the farmers are marginal farmers and for them producing and selling the produce at pea nuts for decades has been a regular activity. Their major concern is when selling vegetables, the vegetables have to reach the users at the minimum possible time, otherwise it becomes waste. The idea behind the paper is to figure out can the farmers themselves sell their produces directly to the end consumers in local markets, in unregulated 'farmer markets', or they have to only sell to intermediaries—agents . The market place is usually in close proximity to the farmland and customers accessing the market live in and around locale. Farmers selling vegetables directly to the customer amount to very small fraction by volume. Farmers sell bulk of their produces to agents and auctioneers. The agents buy small quantities of produces from farmers and transfer it to agent. This research paper made an attempt to analyze the factors influencing the customers to purchase Vegetables and fruits on roads and highways and to suggest better ways and means to retain the Customers. Keywords: Western Maharashtra, Roads, Vegetables Farmers’ Consumers, Agent and Supply INTRODUCTION The fruit and vegetable marketplace is taken to be the sale to consumers of fresh fruit and fresh vegetables. The vegetables and fruits (seasonal) are the two main sectors of the market. Fresh fruit includes products such as grapes, bananas, gava, chicoo, carrot, and citrus fruits. and vegetables. The fruit and vegetable industry is highly decentralized in India. INTERNATIONAL JOURNAL OF MARKETING AND HUMAN RESOURCE MANAGEMENT (IJMHRM) ISSN 0976 – 6421 (Print) ISSN 0976 – 643X (Online) Volume 4, Issue 1, January- April (2013), pp. 08-13 © IAEME: www.iaeme.com/ijmhrm.asp Journal Impact Factor (2012): 1.5321 (Calculated by GISI) www.jifactor.com IJMHRM © I A E M E