Factors Affecting Choice of Milk Marketing Channels by Dairy Farmers in Punjab

There exist various milk marketing channels in the Punjab state which provide a conflicting set of preferences to the dairy farmers. Present study unravels the importance of various factors affecting the choice of milk marketing channels by small and medium dairy farmers in the state using Garrett's Ranking Technique. The results revealed that the higher prices for milk to be most important factor followed by doorstep collection in case of both small and medium dairy farmers. The study also provides a glimpse over the comparative profitability of the milk marketing channels. Among the various milk marketing channels, Channel-II (Producer-Co-operative milk plant-Consumer) was most profitable and efficient. The study emphasized that the government must follow a suitable integrated policy for the growth and expansion of dairy business by providing infrastructural facility for strengthening marketing of milk in the state.