Marketing Efficiency and Marketing Constraints of Different Egg Marketing Channels in East Godavari District of Andhra Pradesh, India

Abstract

In this investigation, an attempt has been made to analyze the marketing efficiency of different egg marketing channels and marketing constraints faced by producers and marketing intermediaries in the East Godavari district of Andhra Pradesh. The investigation is based on primary and secondary data collected from 90 poultry farmers and 30 marketing intermediaries from two randomly selected mandals of East Godavari district by interviewing the individual respondents during 2018-19. The respondents were selected using multistage random sampling techniques. In the study area, four predominant marketing channels were identified. Channel-I: Producer- Wholesaler- Retailer- Consumer; Channel-II: Producer- Wholesaler-Consumer; Channel-III: Producer- Retailer- Consumer; Channel-IV: Producer- Commission agent- Trader of other states. The results revealed that the price spread was less in channel-II (Rs.110) as compared to channel-I (Rs.150) and channel-III (Rs.120). Channel-II was found to be comparatively more efficient (3.63) than that channel-I (2.66) and channel-III (3.45). High price fluctuation, exploitation of intermediaries, seasonal nature of consumption, and perishability of eggs were the primary marketing problems faced by the producers. The major marketing problems faced by marketing intermediaries were high price fluctuation, seasonal consumption, perishability of eggs, high marketing cost and lack of grading at the farm level. It was observed from the marketing margin analysis that egg marketing was a profitable business in the study area. The findings, therefore, suggest that there is a broad scope for the development of layer farming and egg marketing in the district. The development of this enterprise may be helpful in employment generation and poverty alleviation in the district as well as the state.