International Journal of Environment and Climate Change

The purpose of the study was to identify marketing channels, price spreads, marketing margins, and marketing efficiency of Marigold in Raipur district, Chhattisgarh, India. Only for Marigold was the primary data gathered using the survey approach. Multi stage sampling design was adopted for the selection of district as the first stage unit, block as the second stage unit, villages as the third stage units and farm holding as the final and ultimate stage units. A total of 80 Marigold farmers were the subject of the study. The highest area under cultivation and production was in Chhattisgarh's Raipur district, where the study was conducted. Utilising a two-stage stratified random sampling technique, channel actors were chosen. The channel 1 was more efficient than other channel because producer share in consumer rupee was more (79.84%) in channel 1, than channel 2 (53.46%) and channel 3 (48.55%) in Raipur market. The price spread was low in channel 1 as the produce was sold to the consumer directly by the farmer. The channel 1 used had the highest marketing efficiency. Comparing channels 1, 2, and 3, it was revealed that the relatively lower marketing efficiency of channel 3. Marketing efficiency was also calculated for each channel, with channel I having a value of 4.96, followed by channel II with 2.14, and channel III with 1.94. These results indicate that channel I was the most efficient market among the three. The findings demonstrate an inverse relationship between marketing efficiency and the number of intermediaries involved. The paper offers guidance on choosing the ideal marketing channel for the promotion of marigolds. The paper also offers empirical data that can be used to adopt market options for greater gains for different chain actors.