AN ECONOMIC ANALYSIS ON MARKETING OF ANANDA DAIRY (GHEE) IN VARANASI DISTRICT OF UTTAR PRADESH

The present study entitled “An Economic Analysis on Marketing of Ananda Dairy (Ghee) in Varanasi District of Uttar Pradesh”. It was founded that there are two marketing channels involved in marketing of Ananda Dairy (Ghee) in Varanasi district of Uttar Pradesh, (Channel 1 – Producer-Wholesaler-Consumer), (Channel 2- Producer-Wholesaler- Retailer-Consumer). The majorly preferred marketing channel by respondents in the study area is Channel 2. In channel 1, total marketing cost is Rs.48,total marketing margin is Rs 206,marketing efficiency of channel 1 is 2.20% and Producer’s Share in Consumer Rupees in channel 1 is 81.42%. In channel 2, total marketing cost is Rs.63,total marketing margin in channel 2 is Rs.197,marketing efficiency of channel 2 is 2.17% and Producer’s share in Consumer rupees in channel 2 is 80.70%