Abstract
The present study was conducted in the year 2022-23, to identify the different marketing channels in the study area and to analyse total marketing cost, producer’s share in consumer rupee, marketing margins, marketing efficiency and price spread in different marketing channels. Stratified multistage random sampling procedure was adopted to take a sample of 120 respondents from Bhograi block, Balasore, Odisha. The data was collected by personally interviewing the selected respondents with the help of a questionnaire. Four marketing channels were identified for marketing of betel leaves, channel I(Producer-Consumer), Channel II (Producer-Village Trader-Retailer-Consumer), channel III (Producer-Wholesaler-Retailer-Consumer) and channel IV (Producer–Village Trader–Wholesaler-Retailer-Consumer). The price spread was highest in case of channel-IV that was 2850 and lowest in case of channel I that was 400 as there are more middle men in channel IV than channel I. The marketing channel I was more efficient than the other channels but it was not used by the farmers more efficiently as they lack market information so channel II was mostly used by them. Marketing cost was highest in case of Channel IV (Rs.1550) and lowest in case of Channel I (Rs. 400).
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