All the activities by which agriculture-produce is brought from farm to the final buyers are collectively known as agriculture marketing.
“We can say that marketing means to create environment for sale”
Essential of Good marketing
1. Quality of product
Quality of the product should be good. If produce of goods are mixed in good & bad quality as has been case in Pakistan, the reputation of the whole produce suffers and fair price is not obtained.
2. Staying power
The seller shall have staying power so that he may get reasonable income by selling at fair price.
3. Means of Transportation & communication
Advance means of communication & transportation should exist. The cultivator should have easy access to the market.
4. Marketing at convenient distances
Markets should be at convenient distances from the production village. If the markets are not available at convenient distance form the cropped arrears, then farmers will prefer to sell the goods in his own village on comparatively low prices.
Defects in Agriculture Marketing
1. Problems of produce collection
The collection of produce from small farmers is very expensive & difficult process. So it is a great problem of marketing.
2. Rough grading of Agriculture Products
Commodities which are graded & standardized have higher price in the market. In Pakistan mixing of inferior & superior qualities are common. It therefore, possesses a problem of marketing both in domestic & foreign markets.
3. Old weights & measures
Traders in our markets use defective measures for their benefit. Over weight & under weight are used during buying & selling.
4. Bad quality of the products
Our products are of poorer quality. The poor quality is due to use of inferior seeds, natural calamities, defective harvesting etc.
5. Lack of storage facility
The storage facilities in markets are inadequate; seller can not...