Study of mango marketing system in selected districts of Sindh province, Pakistan

M.I. Kumbhar, M. Joyo, M. Memon, A.A. Khooharo, A.S. Kumbhar
The present study was conducted to examine the marketing systems and margins earned by mango growers in selected districts of Sindh Province by using primary data. The data were collected from 100 randomly selected farmers and 50 randomly selected traders. Out of 50 traders, 10 were contractors, 20 were middlemen and 20 were retailers. Data were collected during June 2014. A comprehensive set of questions was prepared and pre-tested before interviewing the selected respondents. Question subjects included marketing mango and production, marketing cost incurred by various agencies, price of mango paid and received by various middlemen in the system, flow of information technology, services provision and problems faced by mango growers/producers. The study also considered mango markets, farmers facing problems in processing of fresh fruits and getting market information, and extension services ability to advise producers on changing needs of markets. The results revealed that the maximum average gross income (Rs. 850,500) acre-1 was recorded from Tando Allahyar district, which is based on Rs. 582,534 acre-1 average cost with an input-output ratio of 1:1.046. Mango contractors' seasonal margins were abnormally high (53%) compared with those of producers (25%). Sixty percent of mango growers were unaware of fruit quality standards required for export. Unstable price of mango was the highest ranked problem followed by lack of education in marketing systems in the study area. The study recommended that public and private extension should concentrate on training regarding the marketing value chain. Establishment of processing and cold-storage plants in the intensive mango growing areas to support and ensure fair prices to the farming community of Sindh province of Pakistan was also recommended.
Kumbhar, M.I., Joyo, M., Memon, M., Khooharo, A.A. and Kumbhar, A.S. (2017). Study of mango marketing system in selected districts of Sindh province, Pakistan. Acta Hortic. 1183, 395-402
DOI: 10.17660/ActaHortic.2017.1183.56
marketing channels, trader, retailer, wholesaler, consumer, contractor

Acta Horticulturae