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Citrus Marketing in Punjab: Constraints and Potential for Improvement

Author

Listed:
  • Muhammad Sharif

    (Pakistan Agricultural Research Council, Islamabad.)

  • Umar Farooq

    (Pakistan Agricultural Research Council, Islamabad.)

  • Waqar Malik

    (Pakistan Agricultural Research Council, Islamabad.)

Abstract

This paper is based on primary data collected from a survey of citrus producers and market intermediaries from the major citrus producing area of Punjab. Data were collected from 125 producers to overview the existing citrus marketing system followed by the growers and to identify the socioeconomic and technical constraints for citrus marketing functionaries. The survey results revealed that more than 90 percent citrus producers sold harvesting rights of their orchards to contractors. It was found that the overall producer’s share in the consumer’s rupee was 35 percent, followed by the contractor and the retailer obtaining 32 and 20 percent respectively. Other indicators reported were net profit margins, duration and type of contract, method of contract price determination, mode of payment, and conduct of auctions. The results of deconstructing marketing margin analysis reveal that (i) profit absorbs most of the marketing margin, (ii) retailers receive the highest gross return while the rate of return is the highest with other marketing agents, and (iii) the highest rate of wastage occurs at the level of contractors. Efforts are required to control the post-harvest losses in citrus marketing.

Suggested Citation

  • Muhammad Sharif & Umar Farooq & Waqar Malik, 2005. "Citrus Marketing in Punjab: Constraints and Potential for Improvement," The Pakistan Development Review, Pakistan Institute of Development Economics, vol. 44(4), pages 673-694.
    • Handle: RePEc:pid:journl:v:44:y:2005:i:4:p:673-694
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    File URL: http://www.pide.org.pk/pdf/PDR/2005/Volume4/673-694.pdf
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    References listed on IDEAS

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    1. Ali Muhammed Khushk & Laurence E.D. Smith, 1996. "A Preliminary Analysis of the Marketing of Mango in Sindh Province, Pakistan," The Pakistan Development Review, Pakistan Institute of Development Economics, vol. 35(3), pages 241-255.
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    Cited by:

    1. Muhammad Waqar & Rui Gu & Fengying Nie, 2018. "Mapping ICT Use along the Citrus (Kinnow) Value Chain in Sargodha District, Pakistan," Sustainability, MDPI, vol. 10(12), pages 1-15, December.
    2. Ghulam Yasin & Muhammad Farrakh Nawaz & Muhammad Zubair & Ihsan Qadir & Aansa Rukya Saleem & Muhammad Ijaz & Sadaf Gul & Muhammad Amjad Bashir & Abdur Rehim & Shafeeq Ur Rahman & Zhenjie Du, 2021. "Assessing the Contribution of Citrus Orchards in Climate Change Mitigation through Carbon Sequestration in Sargodha District, Pakistan," Sustainability, MDPI, vol. 13(22), pages 1-10, November.
    3. Sushmita Sharma & Sachin Upadhayaya, 2020. "Marketing Of Mandarin Orange In Jajarkot District: A Value Chain Analysis," Malaysian E Commerce Journal (MECJ), Zibeline International Publishing, vol. 4(1), pages 5-8, April.
    4. Muhammad Asad ur Rehman Naseer & Muhammad Ashfaq & Sarfraz Hassan & Azhar Abbas & Amar Razzaq & Mubashir Mehdi & Anoma Ariyawardana & Mumtaz Anwar, 2019. "Critical Issues at the Upstream Level in Sustainable Supply Chain Management of Agri-Food Industries: Evidence from Pakistan’s Citrus Industry," Sustainability, MDPI, vol. 11(5), pages 1-19, March.

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