THE EFFECT OF PRICING STRATEGIES ON THE MARKETING OF AGRICULTURAL PRODUCTS IN CHENNAI

This study investigates the impact of pricing strategies on the marketing and sales performance of agricultural products in Chennai. In an increasingly competitive and dynamic agricultural market, pricing plays a pivotal role in influencing consumer behavior, farmer profitability, and overall market accessibility. The research explores various pricing models—such as cost-plus pricing, competitive pricing, value-based pricing, and dynamic pricing—implemented by farmers, middlemen, cooperatives, and retailers in Chennai's agricultural sector. Primary and secondary data were collected through surveys, interviews, and market reports to analyze how these pricing approaches affect product demand, market reach, and income levels across the supply chain. Findings reveal that transparent and market-responsive pricing strategies significantly enhance consumer trust, increase product turnover, and promote fair trade practices. The study concludes by recommending strategic pricing reforms, enhanced digital market access, and government support mechanisms to improve the efficiency and sustainability of agricultural marketing in Chennai.