This investigation was undertaken in Jaipur district of Rajasthan with a view to identify the factors affecting the farmer's choice of specific dairy outlet to sell their marketable surplus. The data were collected from a sample of 80 sample respondents selected through multistage purposive sampling for the year 202122. A tabular analysis was done to list prevalent marketing channels and then a multinomial logit model was fitted to identify the factors affecting farmer's decision of choosing a particular milk-marketing outlet. The farmers used one of the three marketing channels to deliver milk to final consumers. Channel -I was direct marketing channel (Producer - Consumer) and channel II (Producer - Milk vendor- Consumer), channel III (Producer - Collection centre - Co-operative milk plant - Consumer) were indirect marketing channels of milk. The Channel-III was the most preferred channel of milk marketing, as it was opted by 47.50 per cent of the total farmers. Multinomial logit (MNL) regression's re sults indicated that herd size, marketable surplus, caste categories, access to institutional credit, BPL economic class, income from livestock and breed type of animals were the seven significant factors affecting farmer's decision of choosing a particular milk-marketing outlet out of three. Although direct marketing channels are highly efficient and fetch more prices to producers, still most of the farmer choose channel III for marketing of milk, may be because of easy disposal of marketable surplus. This trend might continue, therefore, farmers should be made aware about quality parameters like fat percentage in the milk, or even provided with affordable fat testing kits through Pashu Vigyan Kendras/ Extension centres like KVKs, so that farmers can test it at their level and be assured about the prices they receive in the collection centres. There is need for the effective and improved spread of modern market outlets and dairy cooperatives, so that all the farmers irrespective of social and economic background may benefit from livestock farming.
