Marketing channels of mango in Dhampur block of Bijnor district of Uttar Pradesh

Marketing of agricultural commodities has assumptive greater importance with the gradual switch over from subsistence farming to commercial farming. In this background, the present study was conducted in Dhampur block, Bijnor district of western Uttar Pradesh. The present study attempts to examine the marketing aspects of mango in the study area. It included marketing functionaries/agencies, marketing channels, marketing costs and margins and producer’s share in the consumer’s price in mango marketing. The study of reveals that three major marketing channels was identified in the study area. The Marketing cost in channel I was came to Rs. 980 and for channel II and III it accounted for Rs. 960 and Rs. 945, respectively. The Marketing margin calculated for these three channels were Rs. 730, Rs. 695 and Rs. 795 respectively. The price spread through different marketing channels revealed that the producer’s share in consumer’s rupee was 68.56 per cent in channel I, 51.80 per cent in channel II and 52.81 per cent in channel III. The highest producer’s share in consumer’s rupee i.e., 68.56 per cent was achieved in channel I in the study area.