Do Integrated Supply Chains Improve Agricultural Marketing? A Quantitative Study Of Tribal Vegetable Farmers

This study examines the impact of supply chain integration on vegetable marketing performance among tribal farmers in the Koraput district of Odisha, India. The research focuses on how different dimensions of supply chain integration influence farmers’ market outcomes in a region characterized by infrastructural constraints and limited market access. The study adopts a quantitative research design using primary data collected from 800 tribal vegetable farmers through a structured questionnaire based on a five-point Likert scale. Five independent variables, namely perception of supply chain practices, role of intermediaries, cold storage and infrastructure availability, use of supply chain management tools, and technology adoption, are analyzed in relation to vegetable marketing performance. Descriptive statistics, Pearson correlation analysis, and multiple regression analysis are employed for data analysis. The results reveal that supply chain management tools, perception of supply chain practices, and technology adoption have a strong and statistically significant positive impact on vegetable marketing performance. Cold storage and infrastructure availability also contribute significantly, while the role of intermediaries shows a comparatively weaker influence.The findings highlight the need for farmer-centric, technology-enabled supply chain interventions to enhance marketing efficiency and income sustainability in tribal regions. The study provides region-specific empirical evidence from a tribal-dominated agricultural context, contributing to the literature on inclusive agricultural supply chains.