Abstract: This research took place in Muzaffarpur district of Bihar due to its major impact on the Litchi area and production in the state of Bihar. The aim of this research was to analyze the marketing expenses, profit margins, price variation, and effectiveness of marketing strategies among lychee producers in the designated area. A set of questions was used to gather firsthand information from 100 farmers in Muzaffarpur district, as well as from five wholesalers, five retailers, and five market consumers. The findings indicated that most farmers choose to sell their harvest to wholesalers. In the research area, three primary marketing channels are used for selling lychee crops. Channel C was the preferred choice, with a trading percentage of 51.00%. The biggest price discrepancy occurred on channel C, leading to a price gap of 2144.7. Acharya's method found that marketing effectiveness was greatest in channel A, then channel B, and finally channel C
Keywords: Marketing Cost, Marketing Margin, Price Spread, Marketing Efficiency
Author: Rohit Kumar Maurya and Nitin Barker
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