Economics of Broiler Marketing in Allahabad District Uttar Pradesh

Marketing analysis of broiler in Allahabad district of Uttar Pradesh revealed that the broiler enterprise is a remunerative enterprise and those involved in marketing get a substantial share to remain in trade. Among the five main marketing channels studied, channel I (Producer-Consumer) accounted for maximum producer’s share in consumer’s rupee (96.36 per cent) followed channel II (Producer-Retailer-Consumer) as 81.40 per cent.The least producer’s share in Consumer’s rupee was found in channel V (Producer-Wholesaler-Hotels and Institutions-Consumer) as 57.78 per cent. Marketing efficiency Index (Shepherd’s method) was also calculated for all the five channels. Channel I (Producer-Consumer) was having highest marketing efficiency as 27.50 and lowest marketing efficiency was found in channel V as 2.36.Marketing led constraints were also studied. 87.50 per cent respondents viewed as price fluctuations and insufficient export facilities as major market constraints and 20.84 per cent viewed lack of storage facilities. Broiler farming is considered to have good prospects in the district as demand for broiler meat is on the rising graph over the years. It is recommended that efforts should be made to exploit this potential.