Pakistan Research Repository


Ali, Tahir (2004) MARKETING OF CITRUS FRUIT IN PAKISTAN. PhD thesis, University of Karachi, Karachi.



Globalization and technological advancement are key challenges to the business world in the 21st century. Countries, which would not cope with the changing environmental conditions, they be devastated. Developing countries like Pakistan need to concentrate on their comparative advantages, not only to survive in the global marketing competition but also benefit from globalization through fast means of communication and distribution through fast means of communication and distribution. Agriculture being the lynchpin of Pakistan’s economy needs special attention in this regard and improvement in any area of this sector affects the economy substantially. In addition to major crops (cotton, rice, wheat), Pakistan has been leading in terms of demand and consumption both in domestic and international markets. Kinno mandarin shares more than 60 percent of the total citrus production in Pakistan and is therefore at the very core of this study Marketing of citrus fruits, in the leading citrus producing countries like the United States, Brazil, Mexico etc, has been conducted in a formalized manner. Production, picking, packaging and distribution functions are performed in a systematic and scientific way. Being a perishable commodity, international quality and packaging standards have strictly been observed. High yield, good quality and low post-harvest losses of citrus fruit in these countries, satisfying their customers considerably. Effective promotion and price control further add to customer convenience and satisfaction. In short, citrus fruit is considered a valuable commercial commodity like other manufactured consumer products Marketing of citrus fruit in Pakistan lacks application of many international standard practices. In effect citrus fruits have been considered valuable commercial commodity to generate foreign exchange through export. Conventional methods of cultivation and non-technical harvesting and other farming functions results in low yield, high post-harvest losses and poor quality of fruit. Furthermore ineffective pricing and promotional strategies along with unscientific handling, transportation and storage functions have made the situation worst. The result is that, in-spite of substantial increase in area and production of citrus fruit; export of citrus fruit has been constant of the last decade. Markets are limited and Pakistan has not been successful to establish a name and reputation in the international markets Comparative study of practices of marketing of citrus fruit in the leading citrus producing countries and Pakistan reveals that although Pakistan has all the natural favors, usually considered ideal for the production of good quality citrus fruit (like fertile soil, temperature variation and other climatic conditions), ineffective marketing restricts to avail the se advantages considerably, “Benefit – Cost’ comparison indicates that proper cultivation, technical picking, handling and packaging adequate pricing and promotion and efficient transportation can be achieved through effective marketing, without incurring huge cost. The benefits of these inexpensive, quick and objective tactics would be far-reaching

Item Type:Thesis (PhD)
Uncontrolled Keywords:citrus fruit, kinno, proper cultivation, technical picking, handling and packaging, adequate pricing and promotion, efficient transportation, citrus standards
Subjects:Business Administration & Management (d)
ID Code:1198
Deposited By:Mr. Muhammad Asif
Deposited On:03 Jan 2007
Last Modified:04 Oct 2007 21:05

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