Mobile market advisory - need for forward linkages
Though the farming community struggles hard to get the best out of crop production, price realization is in the hands of other market players’ viz., traders and commission agents. The farmers seldom get accurate information about local markets or the preferences of the end-consumers. This information asymmtricity will cultivate opportunistic behavior of traders resulting in meager profit margins and uncertain farm profitability on the producers’ side. Hence the market information should reach the farmers so as to make needed and quicker decisions so as to supply the commodities where they could get better prices. To bridge the information divide, new and advanced Information and Communication Technology (ICT) tools such as Computers, Internet and Mobile phones have tremendous potential to facilitate information transfer to farming community. In this context, the present study documents the impact of mobile market advisory services among the users in Tamil Nadu.