2023, Vol. 8, Special Issue 1

In this paper examine the marketing efficiency, marketing cost, market margin and price spread in Gonda district of Uttar Pradesh. A multistage stratified purposive cum random sampling technique was applied for the selection of district, block, villages and respondents. Total 100 growers were selected randomly through proportionate allocation method in the population during 2022-23. The primary data were collected through survey schedule with the help of personal interviews. The objectives were achieved by using shephered's formula for marketing efficiency. There are three types of marketing channels were observed in paddy marketing i.e., Channel-I (producer → consumer), Channel-II (producer → retailer → consumer) and Channel-III (producer → wholesaler → retailer → consumer). Overall maximum produce of paddy was sold by different group of farms through channel-III but the most efficient marketing is Channel I.