DefinePK

Abstract

Demand for fruit in Pakistan is increasing day by day due to change m consumption pattern and increased population. Guava is an important fruit crop of the central Punjab. It faces extreme price fluctuation due to seasonality and perishability. Being highly perishable in nature, guava is sold and consumed in a relatively short period of time. During surplus period. producers receive lower prices and during shortage consumers have to pay high prices. So, a study was conducted at Technology Transfer Institute (PARC). AARL Faisalabad during 2003. The objective was to identify the present marketing channels for guava existing in the marketing system and to quantify the marketing margins of producers and other marketing intermediaries. This study was carried out through a primary survey of guava producers and market intermediaries in Sheikhupura, Lahore and Faisalabad district. Due to the limitations of tune, finance and data management 40 guava producers, 10 contractors, 10 commission agents, 10 wholesalers, 10 retailers and 10 consumers were interviewed in each district. According to the survey results, lack of working capital among guava growers forces them to sell their orchard o contractors. Easy access to credit among guava growers in a necessary condition for more efficient guava production and for participation of guava growers in the marketing process. Producers share in consumer’s rupee was 15. Retailers had the highest share (44%), while commission agent and wholesaler had the lowest {5%). All market intermediaries achieved the highest net margin in late season and the lowest in mid-season except wholesalers. Retailers received the highest net profit margin of Rs. 79 per crate, so retailers received the highest percentage profit margin (83%). The other market agencies including producers, commission agents. wholesalers and contractors received 75, 62, 39 and 20 percent, respectively. The marketing system can be made more competitive by reducing retailer’s margin.