ISSUES IN AGRICULTURAL PRODUCIVITY AND MARKETING: A CASE STUDY OF A SELECTED DISTRICT OF PUNJAB

Abstract

This study has explored issues related to agricultural productivity and marketing in the district of Narowal, located in the Punjab province of Pakistan. Quantitative and qualitative data collected from farmers have been used for our analysis. Structured questionnaires were employed to gather quantitative data, while qualitative information was obtained through open-ended questions and discussions with farmers who were asked to provide feedback on issues related to agricultural marketing. Convenience sampling was used for data collection. Relevant data on variables such as wheat production, seed quantity, loan/credit facilities accessed, land holding size, farming experience, and education level of farmers were collected. Twelve farmers reported facing difficult and adverse situations caused by exploitative strategies of middlemen, who loaned money to them before wheat planting to procure agricultural inputs and machinery on rental basis, forcing them to sell their produce without bargaining after harvest to repay loans. Meanwhile, twenty-eight farmers did not utilize credit or loans from middlemen or any institution. The extent of seed usage among all forty respondents was uniformly based on seed quantity, quality, and varieties, following local advice and traditional practices, without consulting the Agriculture Department. Twelve farmers utilized loan or credit facilities from middlemen, as previously mentioned. The education level of farmers was directly proportional to the adoption of improved cultivation methods for wheat, and vice versa. Landholding sizes varied, with twenty-eight farmers owning less than five acres and twelve farmers owning between five and ten acres. Additionally, farming experience ranged from eleven to twenty years for seventeen farmers, while twenty-three farmers had more than twenty years of experience in wheat cultivation. Wheat production ranged from twenty-six to fifty-one maunds. The case study also suggests that developing an inclusive, sustainable, and market-driven agricultural economy will foster economic growth and rural prosperity.