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Abstract
The present study entitled “IDENTIFY MARKETING CHANNEL & MARKETING EFFICIENCY, MARKETING MARGIN, MARKETING COST, PRICE SPREAD OF GOBINDOBHOG RICE IN PURBA BARDHAMAN DISTRICT OF WEST BENGAL, INDIA”. It was founded that there are two marketing channels involved in marketing of Gobindobhog in Purba Bardhaman district of West Bengal (Channel 1 – Producer/Rice mill-Wholesaler-Consumer), (Channel 2- Producer/Rice Mill- Wholesaler- Retailer-Consumer). The majorly preferred marketing channel by respondents in the study area is Channel 2. In channel 1, total marketing cost is Rs.25, total marketing margin is Rs 595, marketing efficiency of channel 1 is 2.58% and Price spread seen in channel 1 is Rs.550. In channel 2, total marketing cost is Rs.255, total marketing margin in channel 2 is Rs. 800, marketing efficiency of channel 2 is 1.71% and Price spread seen in channel 2 is Rs.755.00.