Marketing Efficiency of Milk and Milk Products in Prakasam District of Andhra Pradesh, India

The study was conducted to know the marketing efficiency of milk and milk products of co-operative and non-cooperative sectors in Prakasam district of Andhra Pradesh. Primary& secondary data was collected from the 4 marketing channels (cooperative society i.e. Ongole dairy, non-cooperative dairies - traditional, private and milk collection centers). It has been found that the price spread of milk was highest in case of channel 3 and minimum price spread was found in channel 4. Highest marketing efficiency of milk was observed in case of channel 4 and channel 6 was the most efficient channel for curd. In the case of buttermilk highest marketing efficiency and the lowest price spread was observed in non-cooperative channel 4. Marketing efficiency of ghee was more in case of channel 1 followed by channel 3 and 2. Findings of the study showed that marketing efficiency of the cooperative dairy plant has been observed relatively less than private dairy plants and marketing efficiency of private channels were found to be more than cooperative channel but the traditional channel was more efficient than the private channel. From the findings of the study, the following implications were drawn. The monthly payment should be made regular and price given to dairy farmers should be increased by cooperative society so that the dairy farmers preferring to this channel will be increased more than at present. The dairy plants should lower the sales commission is paid to commission agents, wholesalers, retailers and other selling agents to reduce distribution cost.