Abstract: The Present study entitled “MARKETING OF MAKHANA IN SAHARSA DISTRICT OF BIHAR.” In this review, it was found that the Makhana business includes two business paths: (Path I → Manufacturer-Store-Customer), (Path II-Store-Store-Store Sales-Consumer). The most important marketing channel used by the research participants to purchase makhana in the study area is channel II. In channel I, the total marketing cost of 1 kg bag of makhana through channel I is Rs.123 and the total profit of marketing 1 kg bag of makhana through channel I is Rs. 414.20, business efficiency of channel I is 1.23%, cost difference in trading 1 kg bag Makhana through channel I is 221.60, total operating cost of trading 1 kg bag Makhana in channel II is 144 rupees and total market profit is Rs 441.63, market share of Channel II is 1.13% and spread of Channel II is Rs. 270.03.
Keywords: Marketing Channels, Marketing Efficiency, Marketing Cost, Marketing Margin and Price spread
Author: Krishna Kumar and Ramchandra
doi: https://doie.org/10.0525/AE.2024205847
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