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Marketing Pattern of Coloured Broiler Birds in Karnataka

Lavanya R. Satyanarayan K. Jagadeeswary V. Narasimha Murthy H. N. Upendra H. A. Shilpa Shree J.
Vol 7(4), 220-227
DOI- http://dx.doi.org/10.5455/ijlr.20170225035901

Day old coloured broiler chicks are being produced and distributed by department of Poultry Science, Veterinary College, Hebbal, Bengaluru under All India Co-ordinated Research Project on poultry breeding for meat since, 20 years all over Karnataka. But still there is a dearth for information regarding marketing pattern of coloured broiler birds in Karnataka. Hence the present study was undertaken to study the marketing pattern of coloured broiler birds in Karnataka. The study revealed that Producer- consumer was the most popular and efficient marketing channel for small farmers Whereas, Producer-nearest shopping place-consumer channel was popular among medium and large farmers. Majority of the small farmers marketed their birds at 6 weeks of age whereas, medium and large farmers marketed their birds at 8 weeks age. Average net profit received per bird was Rs.182 for small farmers, Rs.71 for medium farmers, Rs.24 for large farmers. Among the small farmers higher average price received per Kg was Rs.112 in channel 1 whereas, in case of medium farmers, average price received per Kg was Rs.110 in channel 1 and in case of large farmers, average price received per Kg was Rs.101 in channel 2. Majority of the coloured broiler farmers (55.6%) and middlemen (60.0%) expressed unfavourable opinion towards marketing of coloured broilers. Majority (87.8%) of the buyers expressed favourable opinion towards marketing of coloured broilers. Attempts can be made to provide training to the coloured broiler farmers in poultry farming. Steps to be taken for providing marketing information to the coloured broiler farmers for getting remunerative price and a forum can be recommended to discuss the marketing problems and popularization of coloured broiler birds can be undertaken through mass media.

Keywords : Coloured Broiler Marketing Channels Producer

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