Evaluation of Marketing Strategies of Small-scale Milk Producers: A Study in Muzafferpur District, Bihar India

Milk is the end result of dairy industry. Its marketing is very difficult for Small-Scale milk producers, due to its perishable nature. In India there are organised and un-organised sectors for marketing of milk and other dairy products. The milk vendors and Halwais are two main agencies in the un-organised sector who collect milk from farmers and supply it to the customers at their door-steps. The organised sector comprises dairy co-operatives and organised modern-style private dairies. In this sector the large-sale dairy units use advanced technology and produce standardized products. They collect milk through their collection depots and transport it to their milk plants for processing and manufacturing. In this study, an attempt has been made by researcher to examine the different marketing strategies adopted by the small-scale milk produces in Muzafferpur District of Bihar, India.