Vol. 11, Special Issue 1 (2022)

Author(s):
Dropati Saran, Madhu Sharma, Hemant Sharma and Vikash Pawariya

Abstract:
The present study was undertaken in Bikaner district of Rajasthan. The specific objective of this study has look into the choice of milk marketing channels and factors influencing the choice of milk marketing channels. A total of 180 sample farmers were randomly selected from list of farmers rearing at least two adult milch animals. Majority of the milk producers were selling the milk through Informal channel i.e., to private middlemen (62.77per cent) followed by cooperatives channel (18.90 per cent) and direct to consumer (18.33per cent). High price of milk, less herd size, more experience in dairy farming and less milk production per day per household increased the likelihood of selecting channel directly to consumer. On the other hand more price of milk, less duration in payment, type of milch animals and higher milk production per household increased the likelihood of selecting channel through private traders. The study shows per liter price of milk is positive and significant in the case of direct sales to consumers and informal marketing channels because informal channel give higher price compare to formal marketing channel. This showed that if herd size increases, milk sold directly to consumers decreases as then farmers want to sell more quantity of milk to cooperatives. Milk households who own high potential exotic breeds have better likelihood of selling to informal channel through private traders.