An Economic Analysis Of Marketing Efficiency Of Marigold Under Different Marketing Channels in Kannauj District of Uttar Pradesh

Abstract

The aim of the present study was to analyse the marketing performance and price spread of marigold
growers in Uttar Pradesh's Kannauj district. Primary data from 160 marigold farmers chosen from the
study area served as the basis for the investigation. The study found six key marketing channels used to
market marigold flowers. The marketing cost, market margin, pricing spread, producer's share of the
consumer rupee, and marketing efficiency varied significantly amongst channels, according to the study.
In part to the absence of middlemen, Marketing Channel-VI (Farmer-Consumer) was determined to be
the most profitable channel, as farmers received the total consumer purchase price with a 100 percent
producer's share in consumer rupee. With a marketing efficiency of 1.58 and a producer's share of
consumer rupees of 61.29 percent, Marketing Channel-V (Farmer–Retailer–Consumer) was determined
to be the most effective of the intermediary-based channels. On the other hand, because there were
several middlemen involved, Marketing Channel-I (Farmer–Village Trader–Wholesaler–Retailer–
Consumer) was the least effective channel, leading to the largest price spread and the lowest producer's
share. The study found that by minimizing marketing costs and middleman margins, shorter marketing
channels substantially improve marketing efficiency and farmer returns. Therefore, the income of
marigold growers in the study's area may be increased by the promotion of direct marketing strategies,
organized flower markets, and better marketing infrastructure.