Professional Documents
Culture Documents
Marketing of SheepMutton SRINIVAS
Marketing of SheepMutton SRINIVAS
Industry
Animal Science Level 2
Submitted to:
Dr Shakti Ranjan Panigrahy
Assistant Professior
Prepared By:
V. Srinivasa Rao
04-2539-2014
Flow of Presentation
Introduction
Objectives Of Study
Research Methodology
Results And Discussion
Conclusion and Policy implication
References
INTRODUCTION
Mutton and Chevon stand for about one half meat supply.
Mutton alone comprised about 26%(10.01million kgs) of the total
meat production(39.12 million kgs) of Tamil Nadu in the year 200102.
In spite of growth in mutton production, the desired success in
creating employment and enriching the rural economy could not
be achieved due to the lack of adequate marketing infrastructure.
Thus the marketing becomes one of the weakest links in the chain
of activities concerned with production and disposal of mutton.
Unless special attention is paid to the marketing problems of
mutton the benefits of technological developmental programmes
of little use to the rural sheep farmers.
More pragmatic investigations and approaches are required to
understand the existing mutton marketing system to improve the
economic status of sheep farming.
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OBJECTIVES OF STUDY
The study was undertaken:
1.To analyse the Market Structure.
2.To identify the Marketing channels, work out the
efficiency.
3.To observe constraints prevailed in mutton
production and marketing and to suggest suitable
policy implication
RESEARCH METHODOLOGY
30 sheep farmers ware randomly selected from
Thiruvallur and kancheepuram district of Tamil Nadu
A total of 30 mutton markets intermediaries ware
randomly selected from 10 zones of Chennai and 3
blocks each of Thiruvallur and kancheepuram districts
of Tamil Nadu.
Sample Farmers
Socio-economic group
Land holding group
Landless
Marginal(<2.5acres)
Small(2.5-5 acres)
Large(>5.0 acres)
Educational level
illiterates
Primary
Secondary
Collegiate
Total
Small farms
(10-25sheeps)
3
(42.86)
_
Medium farms
(26-40sheeps)
1
( 14.28)
3
(42.86)
3
(27.27)
6
(54.55)
1
(9.09)
1
(9.09)
5
(41.67)
4
(33.33)
3
(25.00)
_
1
(14.28)
3
(42.86)
3
(42.86)
_
7
(100.00)
2
( 18.18)
5
(45.46)
4
(36.36)
_
11
(100.00)
4
(33.33)
7
(58.34)
1
(8.33)
_
12
(100.00)
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CONT..
Landless
Marginal farmer
Small farmer
Large farmer
Total
Sheep rearing
Main
occupation
8
(72.73)
3
(30.00)
_
_
11
(36.67)
Total
(in numbers)
Subsidiary
occupation
3
(27.27)
7
(70.00)
5
(100.00)
4
(100.00)
19
(63.33)
11
(100.00)
10
(100.00)
5
(100.00)
4
(100.00)
30
(100.00)
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MARKETING CHANNEL
Five sheep/mutton marketing channels identified
in the study:
Channel I : Producer-Wholesale cum Retail butcherConsumer
Channel II : Producer-Local Village trader-Retail butcherConsumer
Channel III :Producer-Wholesale butcher-Retail butcherConsumer Channel IV : Producer-Local Village traderWholesale butcher - Retail butcher-Consumer
Channel V : Producer-Commission Agent-Wholesale
butcher-Retail butcher-Consumer
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Cont..
MARKETING EFFICIENCY:
Table-3 : Marketing Efficiency in Different Channel
in percentage
Marketing Efficiency
-Efficiency for existing channels in sheep/mutton marketing was
measured using shepherds formula
ME=100- Total cost of marketing X 100
Total value of mutton marketed
Garrets ranking Technique: It was to analyse the constraints
mutton marketing for producers and intermediaries and also for
constraints felt by consumers in consumption of mutton.
Percent position by using the following formaula,
Percent Position =
100 (Rij-0.5)
Where , Rij- Rank given for the ith
Nj factor by jth individual
Nj- Number of factors ranked by the jth individual
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Constraints
Mean
Rank
score
68
61.14
II
Unremunerative price
57.74
III
Disease outbreak
50.29
IV
Theft
47.7
46.27
VI
44.19
VII
42.86
VIII
33.46
IX
10
Others
32.91
12
X
Constraints Perceived by
TABLE -5
Intermediaries
S.NO.
Constraints
Intermediaries Intermediari
wholesaling
es retailing
stage
stage
Mean
score
1
2
4
5
6
7
8
9
10
Unremunerative price
Difficulty in processing
Lack of capital investment
Season
Dishonest workers
Mortality
others
rank
Mean
rank
score
40.5
_
IV
41.13
_
V
_
43
III
49.11
IV
76
_
51.2
37.75
36.5
30.2
18
I
_
II
V
VI
VII
VII
73.22
50.1
55.7
32.1
_
_
22.5
I
III
II
VI
_
_
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VII
Constraints
1
2
Price
Monthly income
Hygenic condition of mutton
stall
Health status
Availability
Family size
Storage
Taste
Season
religion
3
4
5
6
7
8
9
10
Mean
score
75.53
61.28
Rank
I
II
54.47
III
50.99
50.32
45.54
42.02
33.6
31.02
27.29
IV
V
VI
VII
VIII
IX
X
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cont
Mutton processing plant should be established for
efficient marketing and utilization of mutton.
There is an urgent need for a price fixing agency for
mutton, similar to NECC and BCC in poultry Industry ,
to be set by the government or Non Governmental
organizations since the mutton marketing in Tamil
Nadu completely unorganized.
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REFERENCES:
Indian organization .Bain, J.S.Wiley and sons,New
York,1959
Rao,RM.and P.R.Ram.,1992. Marketing of Sheep in
Nellore District, Andhra Pradesh. Indian Journal of
Agricultural Marketing, 6(1):33-39
Reddy, G.P., Rao, G.V.K. and Chowdary, K.R.,2000.
Marketing of live sheep in and around Hyderabad.
Annual conference. Livestock in Different farming
system .28-29 December, 2000,TANUVAS, Chennai.p.90
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Thank you..?
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