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Marketing structure and efficiency of broiler farming in Punjab Singh Baldeep* Research Fellow, Directorate of Livestock Farms, Guru Angad Dev Veterinary and Animal Sciences University, Ludhiana-141004 (Punjab) *Email: baldeepeu@gmail.com
Online published on 3 February, 2023. Abstract The primary data were collected through the personal interview schedule method from wholesalers and retailers of broiler meat. Different marketing tools were applied for the analysis of the data. The sale pattern revealed that maximum broiler meat was mainly supplied to the wholesaler by large and medium broiler farms. The total market cost and price spread were found to be highest in Channel-I (Producer → Wholesaler → Retailer → Consumer) in comparison to other marketing channels due to a large number of middlemen. The complete market margin of retailers and wholesalers was  58.27, the highest in Channel-II when contrasted with Channel-III and I. The marketing efficiency index was 1.90 highest for marketing Channels-IV. The consumer got the chicken meat at the lowest price in Channel-IV (Producer → Consumer) compared to other market channels of broiler because, in this channel, there was no involvement of the intermediaries. Suppose the market situations are favourable by taking appropriate steps in that case, broiler farming is the most favoured subsidiary enterprise among the Punjab farmers. Top Keywords Broiler, Market efficiency, Marketing channel, Price spread, Retailers, Wholesaler. Top | |
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