Milk Marketing in Nagaland


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Authors

  • Sedeno Chale
  • Anju Choudhury
  • K.K. Datta
  • L. Devarani
  • L. Hemochandra

Keywords:

Marketing channel, marketing cost, marketing margin, marketing efficiency

Abstract

The main objective of the study was to identify the most profitable and efficient marketing channel in the marketing of milk in Nagaland. The study was based on the data collected from milk producers, local trader and dairy co-operative cum processor after identification of the major channels in the study area. The study found out that there were three marketing channels in the study area. Most of the milk marketed was disposed through Channel-I, in which the producer directly sells to the consumer; followed by Channel-III, where the producer sells directly to the co-operative; and the least through Channel-III, where producer
sells to local trader cum retailer, who then sells to the consumers. The marketing cost and marketing margin were least when the producer directly disposes their produce to the consumer or the co-operative. However, presence of large number of intermediaries reduces the marketing efficiency as the marketing cost and margin increases with the number of intermediaries in the channel.

Author Biographies

  • Sedeno Chale
    School of Social Sciences, College of Post Graduate Studies, CAU-I, Umiam - 793103, Meghalaya
  • Anju Choudhury
    School of Social Sciences, College of Post Graduate Studies, CAU-I, Umiam - 793103, Meghalaya
  • K.K. Datta
    School of Social Sciences, College of Post Graduate Studies, CAU-I, Umiam - 793103, Meghalaya
  • L. Devarani
    School of Social Sciences, College of Post Graduate Studies, CAU-I, Umiam - 793103, Meghalaya
  • L. Hemochandra
    School of Social Sciences, College of Post Graduate Studies, CAU-I, Umiam - 793103, Meghalaya

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Submitted

2019-10-24

Published

2019-10-24

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Section

Articles

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