Estimating Marketing Efficiency Of Chicken (Fowl) Farms: An Empirical Analysis
This study empirically analyzes the estimation of marketing efficiency of chicken farms in the Indore block of Indore district in Madhya Pradesh. It has taken three types of marketing channels in the process of marketing chicken to estimate the performance. The results conclude that although the number of chicken sold in Channel 3 is higher compared to the other channels, the most efficient marketing channel is Channel 2. Further, it proves that as the market intermediaries are involved, marketing cost accelerates while the producer’s share in the consumer’s price declines. This study exposes some marketing problems, which are forcing the producers to sell their chicken at lower prices. Finally, it advocates the need to organize a training program for producers, distribution of medicines at subsidized rates, sound marketing information system to the poultry products, and regulation of the market, to solve the basic problems of the chicken farms.
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Volume (Year): IV (2007)
Issue (Month): 1 (January)
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