Marketing Strategies Adopted by Sheep Owners: Evidence from a Field-Based Study

Livestock marketing plays a crucial role in improving the income and livelihood security of small ruminant farmers. This study examines the marketing strategies adopted by sheep owners using field-based evidence from Himachal Pradesh. The primary objective is to identify the key dimensions underlying marketing strategies from the respondents’ perspective. Primary data were collected from 440 sheep owners across Chamba (170) and Kangra (270) districts using a structured questionnaire measured on a five-point Likert scale. Exploratory factor analysis was employed to analyse marketing-related variables covering product, pricing, promotion, distribution, and market access aspects. The results reveal five distinct marketing strategy dimensions, namely pricing and brand orientation, product differentiation and value-based strategy, promotion and communication strategy, distribution and relationship-oriented strategy, and market expansion and outreach strategy, together explaining a substantial proportion of total variance. The findings highlight that sheep owners adopt a mix of traditional and emerging marketing practices shaped by terrain, infrastructure, and institutional constraints. The study offers useful implications for policymakers, extension agencies, cooperatives, and market institutions to strengthen livestock market infrastructure, enhance marketing skills, and improve institutional linkages to support sustainable income growth among sheep owners in hilly regions.