Marketing of broiler birds in Manipur
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Authors
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Ayam kemrin
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Binodini Sethi
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Ram Singh
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L. Devarani
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L. Hemochandra
Keywords:
Marketing channels, marketing cost, marketing margin, marketing efficiencyAbstract
The main objective of the study was to identify the most profitable and efficient marketing channel in the marketing of broiler birds in Manipur. The study was based on the primary data collected from broiler farmers, wholesalers and retailers after the identification of the major disposal patterns in the study area. The study found out that there were three marketing channels in the study area. Most of the broiler birds was disposed through Channel-I, in which
the producers directly sold to the consumers; followed by Channel-II, where the producers sold directly to the retailers; and the least through Channel-III, where producers sold to the wholesalers, who then sold to the retailers and the retailers to the consumers. The marketing cost were the least when the producers directly dispose their produce to the consumers and the
marketing margin was nil since no intermediaries were involved in the channel-I. 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-II and channel-III.