1Department of Commerce, Udai Pratap Autonomous, P.G. College, Varanasi.
2Department of Commerce, Shri Agrasen Kanya Autonomous, P.G. College, Bulanala, Varanasi.
Marketing is the art of selecting and fulfilling consumer desires in such a way that a dose of money put in brings back maximum returns. This meaning of marketing rests on the needs, wants, demand, products, goods, services and ideas, value cost and satisfaction, exchange and transaction relationship and networks, markets, marketers and prospects. Thus the paper, deliberating the meaning, structure and scope of retailing, throws a light on the history and development of cooperative dairy movement in the state of Uttar Pradesh. The paper makes an attempt to canvas retailing scenario in the cooperative movement of dairy products in Uttar Pradesh and in doing so it also supplements statistical data wherever necessary.
