ABSTRACT TITLE MARKETING PRACTICES OF SMALL- SCALE CARABAO MILK PRODUCERS IN CONCEPCION, TARLAC: AN ANALYSIS : AUTHOR ADVISER SCHOOL : LORELIE LOYOLA RODRIGUEZ : ORLANDO G. GUECO, Ph.D PAMPANGA STATE AGRICULTURAL UNIVERSITY : DEGREE BACHELOR OF SCIENCE IN AGRICULTURAL ECONOMICS YEAR COMPLETED JUNE 2023 This study was conducted to analyze the marketing practices of small-scale carabao milk producers in Concepcion, Tarlac. The researcher used cost and return analysis to assess the profitability of the dairy farmers and compute the break-even point, return on investment, and cost per unit. The results show that there are 4,405.45 liters in revenue to cover its expenses; and if it generates more than the said BEP, then the firm is gaining profit. The ROI result in dairy farming is 457.3 1%, which means that for every peso invested in dairy farming, there are between four and 57 centavos in returm. The computed CPU is 10.64/liter. This implies that dairy farmers were gaining profit because they sell their milk at S6.66 minus the CPU of 10.64 per liter, which has a 48.69 return in profit. Most of the respondents perform natural mating but most of the respondents stated that artificial insemination is better. The most experienced problems that the dairy farmers encountered were the inconsistent supply of grass, far distance from the nearest market, and low price of milk - of which the majority was bought by middlemen. The possible solution is that there must be a specific selling price set to prevent consumers from buying dairy milk cheaper than its original price, especially from middlemen. This is because dairy producers are not meeting their expected sales because of the middlemen cheap buying price. Policymakers should adopt a strategy enabling the dairy farmers to benefit more such as trainings on how to practice artificial insemination on the carabaos to produce more milk and by giving the farmers a budget for them to control and expand their dairy business. This study ultimately can also benefit the economy when dairy farmers produce more milk.