Marketing Practices of Commercial and Backyard Poultry Farmers in Lalitpur District of Bundelkhand Region, Uttar Pradesh, India

Abstract

Poultry farming serves as a reliable source of income and employment, particularly for women and unemployed youth in rural areas. The present study was conducted in the Lalitpur district of the Bundelkhand region, Uttar Pradesh, during the year 2024-2025 to examine the marketing practices of commercial and backyard poultry farmers. A total of 100 respondents, comprising 50 commercial and 50 backyard poultry farmers, were selected randomly from 20 villages across four tehsils of the district. Primary data were collected through a pre-tested interview schedule and analysed using simple percentage analysis. The findings revealed that the majority of farmers (69.00%) preferred to sell poultry products in the evening, while backyard farmers showed a relatively balanced preference between morning (52.00%) and evening (48.00%). In terms of selling points, backyard farmers mainly sold their products at their own door (54.00%), whereas commercial farmers largely depended on middlemen (78.00%). Overall, middlemen were the most common marketing channel (46.00%). The study further indicated that financial need was the sole reason for selling poultry products among all respondents. Backyard farmers showed moderate levels of egg and bird sales, whereas commercial farmers operated on a much larger scale with higher sales volumes. Additionally, backyard farmers tended to sell birds at a younger age, while commercial farmers preferred selling at older ages. The study highlights clear differences in marketing practices between commercial and backyard poultry farmers and emphasises the need for improved market access and support systems to enhance farmers’ income and efficiency.