DefinePK

Abstract

This research study was carried out in district Ziarat, Baluchistan, Pakistan. For this purpose, 64 producers, 25 contractors, 10 wholesalers and 10 retailers were interviewed. Primary purpose of the study was to investigate the channels which were used in the marketing of the cherry and to find out the marketing margins of all marketing functionaries. Three marketing channels: (i) producers→ pre-harvest contractor →wholesaler→ retailer →consumer: (ii) producer →wholesaler →retailer →consumer: (iii) producer →retailer →consumer were identified. Channel (I) was considered as major channel for this research as 95% of growers in the study area sold their produce through it, 3% of the growers used channel (II) and only 2% used channel (III). Contractors were the major source of market information to all growers. The total marketing cost of cherry per carton (includes picking, grading, packing, transportation, loading, unloading and commission charges of the market) acquired by the pre-harvest contractor was Rs.191.7. The Results showed that net profit of the growers in cherry marketing was Rs. 63.06. The net marketing margin of pre-harvest contractor was Rs. 25.17 per carton (800 grams) and was 8% of consumer’s price, the wholesaler net margin was Rs. 30.38 per carton which was 9.54 % of consumer’s price and the retailer’s net margin was calculated Rs. 50 per carton which was 15.70% of consumer’s price. The major problems faced by the growers were post-harvest losses due to perishability of the fruit, poor transportation system, lack of cold storage, lack of market infrastructure and diseases. Based on the findings of the study it is suggested that the role of the contractor should be minimized in order to enhance the producer profit.