Marketing Practices of Mutton in Pakistan.

      Аннотация: This book highlights the mutton marketing practices in Pakistan. The country produces a significant number of animals but the slaughtering methods are unscientific and marketing practices are random. Mostly village dealers purchase animals form farmers and then sale to butchers or urban dealers in wholesale markets. Public authorities exercises control in mutton marketing by observing slaughtering practices in abattoirs. They also control prices at retail level to benefit the consumers but due to seasonal supply shocks variation in prices is often observed. There are certain other malpractices which includes watering of meat, labeling alternative breed meat, charging higher prices, etc. Mostly mutton is sold in fresh farm at retail shops established in urban areas. These shops lack basic facilities like refrigerators. Consumers are generally not satisfied with the quality of meat and they often held public authorities responsible for their poor performance. Reviewing the existing situation it may be proposed to develop supply chain approach in livestock marketing in Pakistan which will create an integrated link among all stakeholders resulting in improved efficiency.

Ключевые слова: marketing, Pakistan, Mutton