10 pages
e-ISSN: 2455-6270; p-ISSN: 2455-7455, In India even today more than half of the population is involved with agriculture thus making it the primary and important activity. Since most of the Indian population still lives in rural regions, so for this reason agriculture and related activities constitute the major source of revenue. Nonetheless, irrespective of the government's numerous efforts, there is still a huge disparity between a farmer's actual investment and the return on investment. As a result, the purpose of this research is to investigate the numerous factors
which impact farmers' attitudes about agricultural produce marketing. The study revealed that the majority of farmers belonging to the study region are low-income subsistence farmers who are more susceptible to agricultural hazards. Substantial farmers have better access to financing, but they do not contact financial institutions because of their large precautionary reserves.
