Agricultural marketing in Pakistan: A bibliometric analysis

Abstract

For the last decade, agricultural marketing has been becoming tremendously more discussable in the food industry in Pakistan. Agriculture is directly or indirectly linked with the backbone of Pakistan's economy. This paper plans to highlight the extensive literature present on agricultural marketing. A bibliometric review method was applied for this purpose. Scopus database we retrieved for bibliometric data analysis under th PRISMA guidelines. The bibliometric data was examined twice in order to address research issues. Firstly, a science mapping study was conducted to investigate the conceptual structure of the research, later, a performance analysis was conducted to illustrate the publication patterns. The data was filtered through these keywords: “Markeing, agricultural marketing, Agriculture, Pakistan ”. The results of  current research suggested that  agriculture marketing has been facing a plethora of challenges since ages in Pakistan. Agriculture requires a proper marketing system in Pakistan especially in terms of finances, investments, and implementation of strategies. As it is a vital sector of Pakistan's economy and, is a precious tool for economic development, furthermore , all other sectors depend on this sector. A well-organized backward and forward agricultural integration will lead Pakistan toward global competition. The agricultural system in Pakistan can become stable through accurate and superior management policies and value-added processing activities. This study takes out previous and present summaries of agricultural marketing in Pakistan. Moreover, Critical challenges and future recommendations for agricultural marketing are also explained.