A Study on Marketing of Mushroom (Oyster Mushroom) in Gaya District of Bihar

This study investigates the marketing channels for mushrooms in Gaya district, Bihar, focusing on two primary channels: direct sales from producers to consumers (Channel I) and sales through retailers (Channel II). The research employs a multistage sampling procedure to collect primary data from producers and retailers. Channel I, where producers sell directly to consumers, exhibits a higher marketing efficiency of 36.70% and a producer share of 97.28% in the consumer's rupee. In contrast, Channel II, involving retailers, results in a significantly lower marketing efficiency of 17.23% and a producer share of 81.76%, due to higher intermediary costs and retailer margins. The study highlights the benefits of direct marketing channels in enhancing producer profitability and efficiency, suggesting that reducing intermediary involvement can substantially improve economic returns for mushroom growers. These findings provide valuable insights for policymakers and stakeholders aiming to optimize agricultural marketing strategies and support sustainable mushroom cultivation in the region.