Operational Efficiency of E-Tendering in Banana Marketing: A Comparative Study of Manual and Digital Tender Systems in Agricultural Producers' Cooperative Marketing Societies
Year: 2026
Type: article
Abstract: Agricultural Producers' Cooperative Marketing Societies (APCMS) play a significant role in the marketing of agricultural commodities by providing organized marketing services and improving farmers' access to competitive markets. However, the conventional manual tender system is often associated with lengthy processing time, excessive paperwork, operational delays, and limited transparency, reducing marketing efficiency for highly perishable commodities such as banana. This study evaluates the operational efficiency of the e-tender system in comparison with the traditional manual tender system in banana marketing at the Gobichettipalayam Agricultural Producers' Cooperative Marketing Society, Tamil Nadu. A descriptive and comparative research design was adopted using primary data collected through direct observation of 100 banana tender lots during April–May 2026. Operational efficiency was assessed using mean processing time, time saved, percentage reduction in processing time, and staff requirement. The findings revealed that the e-tender system substantially improved the efficiency of all operational activities. The average total processing time decreased from 54.42 minutes under the manual system to 18.84 minutes under the e-tender system, representing a 65.4% reduction. Registration recorded the highest efficiency gain (81.4%), while manpower requirements declined by 50%, demonstrating improved labour utilization and reduced operational costs. The study concludes that e-tendering enhances transparency, minimizes paperwork, accelerates transaction processing, and improves service delivery in cooperative banana marketing. The findings support the wider adoption of e-tendering across Agricultural Producers' Cooperative Marketing Societies and emphasize the need for investment in digital infrastructure, capacity building, and standardized digital operating procedures to strengthen cooperative agricultural marketing in Tamil Nadu.
Authors: R.Sharmila, Dr.C.Pitchai
Language: English
Subfield: Strategy and Management
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W7225835581
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