Public Policy Role On Kinnow Marketing: A Case Study Of Balwal, Punjab
Author: Muhammad Ashraf Noor

Pakistan is producing thirty different types of fruits of which citrus contribute 30% of total fruit production. More than 90 percent citrus is produced in Punjab and is delivered to domestic and international market through different value chains. Approximately, 80- 85% citrus is consumed in domestic market and 10-15% citrus, after value addition, is exported. The Value Chain Analysis is the sequence of activities in which products, passing through all activities of the chain, for each activity gains some value. This study aimed to calculate the marketing costs and margins of various channels and suggest policy parameters for the improvement in the existing marketing system. The study identified how private performance and public policy affect marketing margins and Kinnow grower’s profit in Tehsil- Balwal, Pakistan. The study investigated the marketing costs, margins and profits in bits in a supply chain of Kinnow from producers of Tehsil-Bhalwal to the end-consumer in a given market. In light of the investigation, necessary measures have been suggested to the concerned parties (Private & Public sector). Primary data was collected from one Tehsil of Sargodha district i.e Bhalwal. The sample size is selected on the basis of simple random sample method. The calculated sample size was 193. Questionnaire was used to collect data from different stakeholders. The study was conducted in two phases. In the first phase, existing Kinnow marketing channels, marketing margins including growers’ profit were determined/ calculated. However, in second phase, an analysis of existing public policies, its’ pros and cons and its’ impact on private performers (in the Kinnow marketing chain) was carried out/ drawn. Where in, necessary initiatives and measures to improve the existing marketing system in the area and other parts of the country were submitted to the concerned. Moreover, the study found that growers’ association can give them best price and profit as well as benefit consumers to pay less to purchase the fruit. Market intermediaries who were getting maximum profit in the chain need to be reduced to curtail the margins and increase growers’ profit. Key Words: Agri-Marketing, Marketing Cost, Margins, Citrus, Mandarine (Kinnow), Public Policy, Value Chain Analysis (VCA), Framework Analysis(FA), Citrus Research Institute Sargodha (CRIS), etc. Supervisor:- Prof. Dr.Usman Mustafa

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Supervisor: Usman Mustafa

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