2025, Vol. 8, Special Issue 4

author(s)
Pawan Kumar Yadav, Ameesh Jhon Stephen, Ashish S Noel and Rakesh Kumar Mishra

abstract
The present study was conducted in Banda district of Uttar Pradesh with the sample size of 120 respondents to know the marketing channel involved in the milk supplier in which primary and secondary data were used for the analysis with different analytical tool. The study reveals that a significant portion of milk supplier prefer to use a combination of marketing channels. This suggests the diversify marketing strategy in a common practice among these suppliers likely to reach a large customer and mitigate risk associated with over- reliance on a single channel.