Study of Marketing of Milk in Hardoi District of Uttar Pradesh, India

The primary objective of this study is to thoroughly examine milk marketing dynamics within Shahabad Block, Hardoi District, Uttar Pradesh, focusing on the different channels used for milk marketing. The research aims to categorize cattle owners, investigate demographic trends among them, and understand how these factors correlate with milk marketing strategies and efficiency. This research employs a descriptive and analytical design to explore various aspects of milk marketing and cattle ownership. The study was conducted in the Shahabad Block of the Hardoi District, Uttar Pradesh, focusing on the current state of milk marketing and cattle ownership demographics. The methodology includes a survey of cattle owners in the Shahabad Block, classifying them into small, medium, and large-scale operations based on the number of cattle owned. The study also assesses the age, gender, education level, and social categories of cattle owners, alongside a comprehensive analysis of milk marketing channels, including costs, pricing spreads, marketing margins, and market efficiency.

The survey found 250 cattle owners, with a predominance of small-scale operations (72%). A significant demographic of cattle owners is young, aged 18-35 (80%), with a notable distribution across male (140) and female (110) owners. Education level shows a correlation with the size of cattle operations, with lower education levels more common among smaller-scale operations. Socioeconomic analysis indicates that small-scale operations prevail across all social categories, including General, OBC, and SC/ST. Marketing analysis reveals a preference for the second channel involving producers, private dairy companies, retailers, and end users, providing insights into marketing efficiency and consumer preferences.