While previous research focused on diverse aspects of agricultural marketing in India, limited studies have quantified farmers’ non-satisfaction across market channels and regions in the country. This study aims to bridge that gap by using nationally representative survey data for 2018–19. Descriptive statistics and multivariate procedures are used for the purpose. Results show that farmers in India mostly sell their disposable surpluses in local markets or to private buyers, while institutional buyers have the smallest share. Farmers expressed non-satisfaction with the sale outcomes in about 38% of the sales cases; the dominant reason being low produce prices. Logistic regression shows that, compared to the institutional channels, sales to private buyers or those completed in local markets are associated with higher odds of non-satisfaction among the farmers. The findings suggest measures to increase farmers’ market power and to facilitate remunerative produce prices for an economically viable agriculture-based livelihoods in the country.
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