Abstract: Mango, often called the "king of fruits," is widely cultivated for its sweet taste and nutritional value, particularly in India, the largest producer. Rich in essential vitamins A, C, and E, mangoes are consumed fresh and in processed forms such as juices, jams, and dried products,contributing significantly to the global fruit market. The study titled "An Economic Analysis on Marketing of Mango (Dussehri) in Ayodhya District of Uttar Pradesh" focused on the marketing systems in Ayodhya district, specifically in Sohawal block. The research analyzed three primary marketing channels: Channel-I (Producer → Consumer), Channel-II (Producer → Wholesaler → Consumer), and Channel-III (Producer → Wholesaler → Retailer → Consumers). The findings revealed that Channel-I was the most efficient, with a low marketing cost of ₹83, a net price of ₹9417 for producers, a price spread of ₹83, and a high marketing efficiency of 113%. In contrast, Channel-II, involving wholesalers, had a higher marketing cost of ₹224, a net price of ₹8721 for producers, a price spread of ₹1554, and a marketing efficiency of 5.61%. Channel-III, with additional intermediaries, incurred the highest marketing cost of ₹253, a price spread of ₹2328, and the lowest marketing efficiency of 3.74%. The study concluded that direct marketing channels were more cost-effective and efficient, while involving intermediaries increased costs and reduced efficiency, underscoring the importance of minimizing intermediaries for enhancing the profitability of mango producers.
Keywords: Mango, Marketing Channels, Economic Analysis, Marketing Efficiency
Author: Ashutosh Pandey and Jayant Zechariah
doi: https://doie.org/10.10346/AE.2025412700
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