Vol. 11, Special Issue 7 (2022)

In second table study reveals the marketing channel II, in which there are two intermediaries involved (wholesaler and company). It shows total marketing cost incurred by the producer which involves transport, packing cost of crab is Rs 30/kg. When after receiving the crabs by the wholesaler the total marketing cost incurred by the wholesaler is Rs 60/kg .Then wholesaler distribute the produce in several companies for export with certain margin and commission. Then the total marketing cost by the company Rs 175/kg. After that the purchased product collected by the consumers. So the all over total marketing cost recorded Rs 265/kg and estimated the producer share in consumer rupee is 28%.