Marketing Efficiency and Constraints in Poultry Farming: A Study of Prayagraj District of Uttar Pradesh

Abstract: This study examines the marketing of poultry farming in the Prayagraj district of Uttar Pradesh, focusing on farmers' socio-economic characteristics, marketing channels, marketing efficiency, price spread, and key marketing constraints. Primary data were collected from 100 poultry farmers through a structured interview schedule. The findings revealed that small and medium-scale farmers predominantly practise poultry farming. Three major marketing channels were identified: Producer → Consumer, Producer → Retailer → Consumer, and Producer → Wholesaler → Retailer → Consumer. Among these, direct marketing (Producer → Consumer) provided the highest producer's share and marketing efficiency, while channels involving multiple intermediaries resulted in higher marketing costs and price spread. Major constraints faced by farmers included price fluctuations, high transportation costs, inadequate storage and cold-chain facilities, limited market information, and dependence on intermediaries. The study suggests strengthening direct marketing channels, improving infrastructure, and enhancing market information systems to increase marketing efficiency and farmers' income.

Keywords: Poultry Farming, Marketing Channels, Marketing Efficiency, Price Spread, Producer's Share.

Author: Pratyush Mishra, Jayant Zechariah and Alok Kumar Pandey

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