Agricultural marketing does not simply refer to the farmers' act of bringing their product to the market for the purpose of sale. However, it also includes all those activities that help the farmers to fetch the maximum price for their product.
The following are some of the obstacles that hinder the mechanism of agricultural marketing:
Farmers are vulnerable to defective weighing techniques and misappropriation of accounts.
Farmers are often ill informed about market prices and market conditions. Being ignorant, farmers are forced to sell their product at lower prices.
The farmers lack access to proper storage facilities to store their produce for future sell at better prices.
The farmers cannot avail agricultural credit, leading to their exploitation by the moneylenders and Mahajan’s.