Comparative Analysis of Marketing Approaches for Perishable and Non-Perishable Agricultural Products in Meerut, Uttar Pradesh

Farming in the Meerut district, Uttar Pradesh is a very important component of rural life and economy of the area. Marketing of agricultural produce varies vastly, whether the product is perishable, i.e., a fruit, vegetables, and milk, or non-perishable i.e., wheat, rice, pulses and mustard. The paper is a comparative analysis of the marketing policies used in the two categories. The aims are to find out the main strategies, to compare them with each other regarding profitability, market coverage, and quality of products, and to analyze the problems that affect their successful functioning. The evidence indicates that perishable products demand fast delivery systems, refrigeration, and new digital solutions to reduce spoilage and expand access to consumers. Conversely, non-perishable goods enjoy the advantages of the traditional wholesale, bulk trading, and cooperative, which offer stability in prices and long-term security. Another factor that the study has identified to reform agricultural marketing in the region is the APMC Act, digital marketing strategies, and contract farming. Finally, this study highlights the significance of combining contemporary methods and the traditional systems to make them sustainable, profitable, and minimize wastage by farmers and consumers in Meerut.