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IOARP Journal of Management and Leadership

Dynamics of Marketed Surplus of Major Vegetables in Multan, Pakistan


Manan Aslam, Muhammad Ahsin Ayub, Mudassar Yasin, Qumer Iqbal, Bilal Atta


Vegetable production is concentrated in peri-urban areas as related to the rural production areas because of increasing people preferences towards the ingestion of fresh vegetables and nutritious diet. Vegetables are good source of proteins, minerals and vitamins, which are essential for human health. Agricultural commercialization provides different opportunities for better income and sustainable livelihood for farmers having small land holdings. Nearly 63 different kinds of vegetables are grown in all provinces of Pakistan, but potatoes, cauliflower, brinjal, onions and tomatoes are frequently grown vegetables. These are vended by traditional marketing e.g. through farmer, wholesaler, pharia and retailer to consumers. In this perspective, this study was designed to explore marketing systems of three selected kharif vegetables including, ladyfinger, bitter gourd and brinjal. Multi-stage random sampling technique was used to draw a sample of 45 farmers. Questionnaires were developed and pretested to collect data from selected respondents. A regression model was estimated to analyze effect of major factors, affecting marketed surplus of vegetables. The results showed that peri- urban farmers sold high proportions of their vegetables. Better prices and market information are the main incentives for increased sales of the vegetables.

Pharia, Agricultural Commercialization, Sustainable Livelihood, Kharif Vegetable

IOARP Journal of Management and Leadership
Volume 4
Issue 2, June 2019
30 June 2019
IOARP Journal of Management and Leadership (JML)
15 July 2019
23 - 34
GDL-JML04-003
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