Agriculture marketing is an old science of business. In the history of its evolution in Pakistan, there has been some improvement brought about by evolution of communication and better crop yields through efforts of our agriculture scientist. As far as the markets are concerned, agriculture markets can be divided into 3 main categories;
1. Primary Markets
2. Secondary Markets
3. Terminal Markets
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| A rice mill |
1. Primary Markets
These
are periodical markets locally known as ‘Haats’. They are generally held once
or twice a week. The days on which these markets meet are fixed so that traders
can visit the area. They are generally held in the open and along roadsides in
important or centrally situated localities.
These
markets usually serve an area of 10 km radius but it maybe more, ranging from 10
to 50 km, depending upon the availability of communication and
transportation facilities.
2. Secondary Markets
These
markets, also known as ‘Mandi’, are regular wholesale markets and provide a
permanent place for daily transactions.
The
work starts in them early morning and continues till all transactions are
over. These markets are generally situated in the towns, districts, and
important trade centers.
Usually
they are situated near railway stations. Shops or ‘Arhats’ are built in these
markets. Postal, Banking and telephone facilities are available at such
places.
3. Terminal Markets
A
terminal market is the place where the produce is either finally disposed of to
the consumer or to the processor or assembled for exports. In these
markets, merchants ere well organised and use modern marketing methods.
Market Functionaries
Beginning
from the agriculturists, down to the final consumer, one can find a long chain
of different functionaries. Let us discuss these functionaries under two heads
viz.,
Functionaries at Village Level
Some
important functionaries operating at village level are:
a) Big Cultivators
b) Village Merchants
c) Itinerant Traders
Functionaries at Mandi Level
Important
functionaries at Mandi level are:
a)
Arthati
b)
Brokers
c)
Co-operative Marketing Societies
