Global Challenges and Issues in Agricultural Marketing and Their Impact on Growers Performance (A Case Study of Sindh - Pakistan)

The ultimate goal of this study is achieved successfully through a detailed analysis of important variables of agricultural marketing. The major obstacles have been summed up by examining different marketing channels in Sindh /Pakistan. Study concludes that the poor infrastructure and marketing facilities, mismanagement in development schemes, low farmer literacy, poor healthcare facilities at villages hamper grower’s performance, keeping them out of market and reducing the opportunities of capital accumulation.

The policy recommendations / remedies are also provided in details for structural change to achieve the goal of development of out put markets in Sindh / Pakistan with particular references to changing global trends in agriculture marketing. The study recommends facilitating the forward and backward linkages between traditional and modern sectors in the province with storage facilities; agro based industries at farm level and improved export system by maintaining grades and standards for world community with skilled training of farmers.