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VOL. 11, ISSUE 8 (2025)
Marketing of major milk products (Ghee and Paneer) in Gaya district of Bihar
Authors
Monika, Dr. Rebecca Nelson, Anuj Sharma
Abstract
This study aimed to evaluate the marketing
efficiency, market share, marketing margins, and costs of major dairy products
(ghee and paneer) in Gaya district of Bihar. It also identified key marketing
constraints and proposed recommendations. A multistage stratified sampling
approach was used to survey 100 milk producers in the Gaya Town C.D. Block
through personal interviews. Analytical tools included Chi-square tests,
Garrett’s ranking technique, and Acharya’s marketing efficiency index to
quantify marketing performance and rank marketing constraints. Results
indicated that small-scale producers faced significant constraints, including
inadequate transportation, price volatility, and lack of organized marketing
channels. These factors reduced efficiency and eroded margins in the ghee and
paneer markets, constraining the market share and profitability of small-scale
producers in the dairy sector. Recommendations emphasized policy reforms to
stabilize prices, improved infrastructure and transport networks, promotion of
cooperative marketing models, and enhanced market access to strengthen
marketing efficiency and producer welfare.
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Pages:61-65
How to cite this article:
Monika, Dr. Rebecca Nelson, Anuj Sharma "Marketing of major milk products (Ghee and Paneer) in Gaya district of Bihar". International Journal of Commerce and Management Research, Vol 11, Issue 8, 2025, Pages 61-65
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