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Journal of Pharmacognosy and Phytochemistry

Journal of Pharmacognosy and Phytochemistry

Vol. 8, Special Issue 5 (2019)

Strengths, obstacles and opportunities in marketing of dairy products: An analysis of dairy farmers in private and cooperative sectors of Uttarakhand

Author(s):

Shweta Chaudhary, Supriya, Kiran Rana, Ruchi Rani Gangwar and Chandra Dev

Abstract:
The investigation was conducted with the objectives to study strength and weaknesses of milk and milk products marketing in private and cooperative sectors. A random sample of 60 farmers comprising of 30 milk producers selling milk to private and 30 milk producers selling milk to cooperative sectors was drawn for the study purpose. Then a random sample of 10 private milk product producers was drawn from Rudrapur and Khatima blocks of district Udham Singh Nagar. Ghee and paneer were the only two common milk products found in private and cooperative sectors whose comparative study could be made. The respondent was asked to allot marks to various variables indicating strengths and weaknesses. A three-point scale method was adopted to find out the rank. Surity of price was reported to the most favorable strength of cooperative milk marketing, while lack of quality control measures was judged as the severe weakness of cooperative milk marketing. Milk and milk product producers under private sector considered high price of milk and current payment facility to be most favorable strengths and highly competitive marketing conditions was considered to be the severe weakness. Milk and milk product producers under private system faced acute problem of highly personal competitive market condition. Customer oriented market research and development should be accorded higher attention by the cooperative sector, so as to attract consumer preferences. So emphasis should be made on products like Shrikhand, Paneer, Khoa, Lassi, ice-creams, flavoured milk, dairy sweets etc that offer good flexibility in the market place. Infant foods, designer milk or milk products for a niche market like low calorie, low fat, cholesterol free, Sugar free etc. should also be taken care of.

Pages: 212-215  |  1308 Views  338 Downloads

How to cite this article:
Shweta Chaudhary, Supriya, Kiran Rana, Ruchi Rani Gangwar and Chandra Dev. Strengths, obstacles and opportunities in marketing of dairy products: An analysis of dairy farmers in private and cooperative sectors of Uttarakhand. J Pharmacogn Phytochem 2019;8(5S):212-215.

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