The decision to participate in high value marketing channels: An analysis of smallholder farmers in Pakistani citrus industry

The purpose of this research is twofold. First, analyzing smallholder famers' selection of high value marketing channels to boost self-sufficiency in the Pakistani Citrus industry, and second, to identify the issues of greater importance pertaining to famers' selection of high value market channels in the Pakistani citrus industry. The study employed survey technique to collect data from 300 citrus farmers in Punjab, and multinomial treatments effects were used to analyze the data. The results indicated though participation in traditional marketing channels (with intermediaries) is still profitable, high value marketing channels appeared more attractive alternative, having been shown to offer increased net income to smallholder citrus growers. Findings showed the importance of production experience and know-how of quality issues are the significant determinants of farmers' reliance on high value marketing channels. To this end, policy makers need to give due consideration to certain exogenous factors such as price expectation, delay of payment, trust in buyer, price fluctuation, and provision of farm services.