Comparative study on marketing of (Nutrikraft and Eva) poultry feed in Chandauli district of Uttar Pradesh

Poultry feed is a nutritionally balanced formulation designed to support the optimal growth, health, and productivity of poultry animals such as chickens, ducks, and turkeys. The present study, entitled "Comparative Study on Marketing of Nutrikraft and Eva Poultry Feed in Chandauli District of Uttar Pradesh," was conducted in Dhanapur block, selected purposively within Chandauli district. Villages with a minimum poultry bird-rearing potential of five percent were identified, and ten percent of respondents from these villages were selected through random sampling. The study investigates and compares the marketing mechanisms of Nutrikraft and Eva poultry feeds through two prevalent channels: Channel-I (Producer → Wholesaler → Consumer) and Channel-II (Producer → Wholesaler → Retailer → Consumer). Findings indicate that marketing efficiency varies between channels and products. For Nutrikraft, Channel-I yielded a marketing efficiency of 10.92%, while Channel-II showed 6.04%. For Eva, Channel-I demonstrated a slightly higher efficiency of 11.21%, compared to 6.52% in Channel-II. Differences in consumer prices, marketing margins, and cost structures highlight the relative advantages of shorter marketing channels in improving producer returns and overall efficiency.