Biradar, NagaratnaMuragod, Rajani M2019-08-132019-08-132015No. of references 130http://krishikosh.egranth.ac.in/handle/1/5810121387"Dairy has immense potential for supplementing ineome and employment generation for the rural people. Value chain analysis is a useful tool to study range of actors involved in a business. A study was conducted in 8 villages of Belgaum district. The objectives were - map the milk value chain from fanner to end - consumer, document value chain experiences of milk producers in co-operative dairy sector, analyze roles of stakeholders in backward and forward linkages and SWOT analysis of dairy value chain. Milk producers, cooperative societies, processors, dealers and consumers together formed sample for study (206). Data was collected from a set of pre-tested interview schedules through personal interview technique. Majority (85.84%) of producers retained less than 25 per cent of the milk produced and sold remaining part. Marketing efficiency was highest in ‘Shubham’ milk. , All producers were willing to continue as member of milk societies for regular payment. Most availed backward services were-Al services (100% producers) and advisory services (58.34% dealers). Brand loyalty for Nandini milk and milk products was expressed by 65.00 per cent consumers. Assured market (99.16%), non availability of 24X7 A1 services (92.50%), provides platform to become office bearer/member (81.67%) and no control over the price (99.16%); strong marketing channel (100%), dependency on state aid (75.00%), diversification of activities (87.50%) and competition from private sector (37.50%); home delivery to customers (47.23%), non-availability of labors (16.67%), scope for establishment of ice cream parlor (33.33%), poor cold storage facility (38.39%) were the major perceived strengths, weaknesses, opportunities and threats, respectively for producers, societies and dealers. Low milk price (75.00%) and at times scarcity of milk and milk products (17.50%) were strengths and weakness perceived by consumers. It is thus suggested to strengthen identified weaknesses for improving the business of dairy sector."ennullThesis