Marketing constraints in agriculture: The term agricultural marketing is composed of two words agriculture and marketing.
Agriculture means activities aimed at the use of natural resources for human welfare or utilization of natural resources for food production and marketing means a series of activities involved in moving the goods from producers to the consumers.
Ultimately activities agencies and policies through which the farm produces and their derivatives are transferred from the farmer to the final consumers. Process of marketing of agricultural products have to face many problems and constraints during its progress.
DISTANCE FROM MARKETS
The markets are far away from the areas where actually the products are produced .Like big cities and large scale industries which are the main components of agricultural marketing are situated very far from the fields and due to which farmer feels difficult to take his product.
HIGH COST OF TRANSPORTATION
The distance present between the farm and market bounds the farmer with the high cost of transportation as the farmer which is not much economically strong is not able to afford high fairs of transportation means which ultimately retards the marketing process. Which effects the consumers by limitations of quality and quantity.
UNPLANNED POLICIES
The marketing process is based upon the policies through which this system is run which are made by the professionals when these persons are not serious or not experienced they construct wrong policies i.e. unfair relaxations ,corruption and irregular flow of goods due to which economical health of farmer is reduced.
MANAGE-MENTAL PROBLEMS
The manage mental factors also affects the flow of markets if the proper management is absent the markets is disturbed as the rates are disturbed or unfair rates. Proper management marketing resources and facilities can be helpful
ABSENCE OF PROPER CHANNEL
In Pakistan there is no proper channel of marketing. Markets are not properly regulated and there is no specification of markets in the sense of goods .Middle man decides rates according to their own benefits and the farmers which are main producers are degraded economically.
POLITICAL INFLUENCE
All the business man and all the industrialists which relates to agricultural goods have political influence by which they get benefits as the prices are decided according to their interest and farmer produces got low prices and ultimately farmers avoid large scale marketing.
UNFAIR TAXES
Unfair taxes are applied by the government which degrades the marketing at high and small level. A farmer which is not economically strong enough to afford heavy taxes is not able to market its products.
LESS AWARENESS
Farmers and consumers are not much experienced about selling and buying. The uneducated farmers not know about marketing and using advanced techniques by which they get maximum profit and fulfill their basic needs/
LESS INFORMATIONAL RESOURCES
The areas which do not have any type of print and electronic source of informational media are not able to get latest information about markets and rates of products.
Authors: Dr. Mubashar Nadeem1,Muhammad Adnan1, Akash Munawar1, Mubashir Hussain1, Sanaullah Khan1 and Fakhar Shakeel2
1Department of agronomy, college of agriculture, university of Sargodha
2Department of agronomy, University Of Agriculture Faisalabad