Estimation of Marketing Cost, Marketing Margin and Constraints in Production of Paddy Cultivation in Prayagraj District of Uttar Pradesh

The present study was conducted in Prayagraj district of Uttar Pradesh. A total of one hundred respondents were selected randomly. The data were gathered using pre-structured interview schedule. The study revealed that marketing cost, marketing margin, and price spread for channel I, paddy grower reaches to the consumers directly. Producer share in consumer price was 94.14 percent. Market efficiency was 16.07. Marketing cost, marketing margin, and price spread for channel II three intermediaries were identified through which paddy reaches to the consumers i.e, Village merchant, Miller, Retailers. This is the longest channel among the two identified channels. Producer share in consumer price was 57.19 percent. Market efficiency was 1.70. Among the ten constraints related to production of paddy was, high cost of plant protection chemicals was ranked first by sample farmers and was reported by 64.59% while high incidence of disease in the peak period ranked second.