Strategic insights into goat marketing: A study on the marketing constraints of rural household goat farmers of Pondicherry District of Puducherry

Abstract

This study analyzed marketing constraints faced by rural goat farmers in Pondicherry District, Puducherry using data from 50 randomly selected respondents across five communes. Structured interviews were conducted via Epicollect5 software. Results showed 60% of farmers were aged 31-50, with 54% being women. Educational levels varied, with 18% having no schooling and only 10% graduates. Farming was the main income source for 52% of respondents. Major constraints included lack of access to marketing information, limited market availability, middlemen interference, and poor transport. A Probit Regression Model revealed that access to marketing information significantly reduced marketing constraints. Barriers to information access stemmed from social (limited networking, women’s access), economic (high digital costs), and technological (lack of information and communications technology training) challenges. The study underscores the importance of knowledge as a vital production factor and recommends institutional support from Krishi Vigyan Kendras (KVKs) and academic institutions to empower rural communities and improve market access for goat farmers.