Marketing Channels, Marketing Cost, Margin and Producer's Share in Consumer's Rupee in Paddy Marketing

The marketing of paddy covers a vast spectrum of activities including all the functions and processes involved in the movement of the produce from the point of production to the point of consumption. The district Etah, Uttar Pradesh was selected purposively for the research work. Four market channels were selected for the study of marketing channels, marketing costs, margins and producer's share in consumer's rupee with the help of available data and information. In Channel-I, the producer had paid: 16 per quintal in the form of transportation, weighing, loading and unloading etc. In channel-II, III and IV, the charges born by village traders, wholesalers and retailers were: 178.00, 169.10 and 143.10 per quintal in respective channels. The marketing margins obtained by different agencies were: 158.00, 133.00 and 113.00 in case of channel-II, III and IV respectively. The consumer's price was: 871.50,: 852.60 and 846.80 per quintal in case of respective channels. The marketing charges, margins and the consumers had purchased price were highest in channel-II followed by channel-III and channel-IV. It was because of the fact that higher number of intermediaries were involved in channel-II. The marketing efficiency index of channel-IV was highest as compared to the channel-III and channel-II. It showed that the channel-IV most efficient. The producer's share was found highest in case of channel-IV, where the number of intermediaries were lesser. The channel-IV had been found to be the most efficient and suitable to the farmers.