Quantitative Final Report KFMW Quantitative Component Submitted C...

Keeping Food Markets Working: ‘Rapid Needs Assessment’
January 2021
Prepared by
APEX Consulting Pakistan, Islamabad
ACKNOWLEDGEMENTS
The APEX Consulting Pakistan (APEX) takes this opportunity to express profound
gratitude to our worthy 160 vendor respondents from 20 wet-markets of Rawalpindi and
Peshawar --- generation of this report would be impossible if they would not spare their
valuable time for sharing their valuable opinions and knowledge with our survey team
members, this report is based upon.
APEX is thankful to the GAIN Global Alliance for Improved Nutrition (GAIN) and its
Pakistan Office for their invaluable patronage with personal touches from Mr. Ch. Faiz
Rasool Head of the Programs, during the study conducted. My special thanks are due for
Dr. Kathrin M. Demmler, Quantitative Expert from GAIN Global Alliance, Geneva
Switzerland for her extremely valuable end-to-end guidance for the study in hand.
My special thanks are also reserved for APEX Consulting Pakistan’s team members
particularly Mr. Hammad Rehman Head MER & RD, Mr. Mudabbir Haneef Project
Manager, Mr. Hassaan Khan Data Processor and Project Coordinator for this study, Mr. M.
Asif Khan, Field Monitor for Peshawar, Mr. Muhammad Ismail Field Monitor for
Rawalpindi, and Mr. Nasir Ali CAPI Developer for carrying out their duties/tasks assigned by
employing their best professional capacities and pouring in the devotions.
Last and perhaps even most important, I hope that the findings of this report shall contribute
in implementing its empirical findings based recommendations for the noble cause of
Keeping Food Markets Working Uninterruptedly presently under COVID-19 pandemic and
even in future, GOD forbids, if similar circumstances arises due to some other alike
pandemics.
UMAR FAROOQ
Lead Consultant
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Table of Contents
EXECUTIVE SUMMARY ...................................................................................................... 1
1. BACKGROUND AND OBJECTIVES .............................................................................. 3
2. METHODOLOGICAL OUTLINES .................................................................................. 3
2.1. Theoretical Framework ........................................................................................... 3
2.2. Project Execution Sequence ................................................................................... 4
2.2.1. Preparation and Initial Phase............................................................................... 4
2.2.2. Data Collection Phase ......................................................................................... 4
2.2.3. Questionnaire Design, Pilot-testing and Enumerators’ Training ........................... 5
2.2.4. Development of KoBo Applications for Vendor Questionnaire ............................. 5
2.2.5. Data Processing Treatments and Tabulation Plan ............................................... 8
3. RESULTS AND DISCUSSION ....................................................................................... 9
3.1. Characterization of sample wet-markets ................................................................. 9
3.2. Personal attributes of the vendors in the sample wet-markets .............................. 10
3.3. Commodity types sold by the vendors in the sample wet-markets ........................ 13
3.4. Impacts of COVID-19 on fresh food retailing in the sample wet-markets ............... 13
3.5. Measure taken in the market to reduce the risk of COVID-19 spread .................... 14
3.6. Measure proved successful in reducing the risk of COVID-19 spread ................... 18
3.7. Measure should be taken for reducing the risk of COVID-19 spread ..................... 21
3.8. Measure taken by the vendors to reduce the risks of COVID-19 spread ............... 24
3.9. Commodity types currently sold by the vendors in sampled wet-markets .............. 27
3.10. Change in the business position compared to 6 months before ......................... 28
3.11. Causes of change in the business compared to 6 months before ...................... 30
3.12. Measures taken to correct business position to the level before COVID-19 ....... 32
3.13. Marketing strategies of suppliers compared to 6 months before ........................ 35
4. Conclusions and Recommendations ............................................................................ 39
List of Tables
Table 1: Data Collection Teams for sampled wet-markets in both cities ................................................................ 5
Table 2: Sample Size for Vendors’ Quantitative Interviews .................................................................................. 7
Table 3: Fieldwork schedule for data collection in sampled wet-markets of both cities ........................................... 8
Table 4: Gender-based distribution of sampled vendors in both cities .................................................................. 10
Table 5: Age-based distribution of sampled vendors in both cities ....................................................................... 11
Table 6: Ethnic-based distribution of sampled vendors in both cities ................................................................... 11
Table 7: Employment status of sampled vendors in both cities ............................................................................ 12
Table 8: Duration of experience in food retailing business of sampled vendors in both cities .............................. 12
Table 9: Commodities dealt by the sampled vendors in both cities ....................................................................... 13
Table 10: Food groups dealt by the sampled vendors in both cities ...................................................................... 13
Table 11: Sampled vendors having knowledge of COVID-19 impacts in the market settings ............................. 13
Table 12: Sampled vendors seen COVID-19 related changes in both cities markets ............................................ 14
Table 13: Sampled vendors’ taken measures to reduce COVID -19 spread risk in both cities ............................. 15
Table 14: Sampled vendors took measures to reduce COVID -19 spread by food groups dealt ........................... 17
Table 15: Most useful measures proved to reduce COVID -19 spread risk in both cities .................................... 18
Table 16: Most useful measures proved reducing COVID -19 spread risk by food groups dealt ......................... 20
Table 17: Sampled vendors feedback on measure should be taken in both cities markets ..................................... 22
Table 18: Sampled vendors feedback on measure should be taken by food groups dealt with ............................... 23
Table 19: Sampled vendors measures taken by themselves in both cities ............................................................. 24
Table 20: Measures taken by sampled vendors by themselves in both cities ........................................................ 25
Table 21: Measures taken by sampled vendors by themselves by food groups ..................................................... 26
Table 22: Commodity currently sold by sampled vendors in both cities .............................................................. 27
Table 23: Any change in food groups compared to past 6 months made by sampled vendors .............................. 28
Table 24: Change in food item made compared to past 6 months by sampled vendors ......................................... 28
Table 25: Changes among food groups made by sampled vendors in both cities .................................................. 29
Table 26: Causes of change in food group-based distribution of sample vendors in both cities ............................ 30
Table 27: Causes of change in food group-based distribution of sample vendors by food group .......................... 30
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Table 28: Change in number of customers compared to past 6 months by sampled vendors in both cities .......... 31
Table 29: Change in number of customers compared to past 6 months by sampled vendors in both cities .......... 31
Table 30: Change in number of customers compared to past 6 months by sampled vendors across food groups . 32
Table 31: Any market strategy used by vendors to restore # of customers in both cities ..................................... 33
Table 32: Feedback on market strategies for restoring customers’ by sampled vendors in both cities .................. 33
Table 33: Feedback on market Strategies for restoring customers’ number by food groups ................................. 34
Table 34: Any change on suppliers’ side noticed by sampled vendors in both cities ............................................ 35
Table 35: Change types on suppliers’ side noticed by sampled vendors in both cities .......................................... 36
Table 36: Change types on suppliers’ side noticed by sampled vendors by food groups ....................................... 37
List of Figures
Figure 1: Project Execution Sequence Phases ........................................................................................................ 4
Figure 2: Age-based distribution of sampled vendors in both cities ..................................................................... 11
Figure 3: Measures taken by sampled vendors to reduce COVID-19 spread risk in both cities........................... 16
Figure 4: Measures taken by vendors to reduce COVID -19 spread risks by food groups dealt .......................... 17
Figure 5: Most useful measures proved to reduce COVID -19 spread risk in both cities .................................... 19
Figure 6: Most useful measures proved reducing COVID -19 spread risk by food groups dealt ......................... 21
Figure 7: Sampled vendors feedback on measure should be taken in both cities markets ..................................... 22
Figure 8: Sampled vendors feedback on measure should be taken by food groups dealt with ............................... 24
Figure 9: Measures taken by sampled vendors by themselves in both cities ......................................................... 26
Figure 10: Measures taken by sampled vendors by themselves by food groups dealt with ................................... 27
Figure 11: Changes among food groups made by sampled vendors in both cities ................................................ 29
Figure 12: Change in number of customers compared to past 6 months by sampled vendors in both cities ........ 31
Figure 13: Change in number of customers compared to past 6 months across food groups ............................... 32
Figure 14: Feedback on market strategies adopted for restoring customers’ number in both cities ...................... 34
Figure 15: Feedback on market strategies adopted for restoring customers’ number across food groups ............. 35
Figure 16: Change types on suppliers’ side noticed by sampled vendors in both cities ........................................ 37
Figure 17: Change types on suppliers’ side noticed by sampled vendors by food groups ..................................... 38
Annex(s)
Annex I: Vendors Survey Questionnaire ............................................................................................................ 45
Annex II: Characterization of Wet-Markets ........................................................................................................ 51
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ABBREVIATIONS AND ACRONYMS

APEX APEX Consulting Pakistan
CAPI Computer Assisted Personal Interview
COVID - 19 Corona Virus Disease 2019
FAO Food and Agriculture Organization
GAIN GAIN Global Alliance for Improved Nutrition
GDP Gross Domestic Product
HLPE High-level Panel of Experts
M&E Monitoring and Evaluation
ODK Open Data Kit
OECD Organization for Economic Co-operation and Development
PWD People’s Works Department
QCOs Quality Control Officers
RNA Rapid Need Assessment
SOP Standard Operating Procedures
TMA Tehsil Municipal Administration
VAT value added taxes
WHO World Health Organization
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EXECUTIVE SUMMARY
The retail food markets are the final stage in the food commodities supply/value chains
before the food reaches in the hands of ultimate consumers. Wet-markets are integral part of
the food retail business and cannot be shut-down in any circumstances, even for a short
period of time. How food markets can be made operating on regular basis by tying certain
COVID-19 related Standard Operating Practices (SOPs) in the daily business activities is the
prime objective of the study in hand.
The data collection through purposeful sampling was carried out for the quantitative
component of the retail vendors’ survey in 10 wet-markets of Rawalpindi and 10 wet-markets
of Peshawar cities was carried out in the last week of December 2020 and 1st week of
January 2021. Eighty randomly selected shopkeepers/stall holders dealing with our 8 fresh
food items were interviewed from each chosen market. This has enabled us getting a total
sample of 160 respondents – 80 from Rawalpindi and 80 from Peshawar cities. The
gathered data were analyzed on the basis of cities and classifying the commodities dealt
with into food groups (fruits & vegetables and others group).
Salient findings of the study in hand are:
i) the fresh food retail vendor business is mainly run by the males aging between 25 and 50
years, linguistically compatible and the businesses were mainly owner operated;
ii) all the sample respondents were wise enough to comprehend and answered to our
quarries quite logically after understanding very well;
iii) the most-known, practiced and desired SOPs against COVID-19 were:
a) mandatory wearing of face masks by the vendors during the business hours;
b) mandatory wearing of face masks by the customers while shopping;
c) practicing social distancing of 2 meters or 6 feet as mandatory during business hours;
d) regulating the number of consumers in the market to avoid undue congestion; and,
e) regular information updating in the market on COVID-19 spread statistics and its
preventive measures;
iv) 90% of the sample vendors did not changed the food items dealt with. What so ever
changes made were due to seasonality, sudden increase in demand for some items vis-à-vis
others;
v) the COVID-19 spread has significantly reduced the total number of customers visiting the
markets, thus directly affecting our sampled vendors’ daily livelihoods;
vi) to tackle the situation, vendors’-adopted strategies adopted were like offering discounts
on sales, selling on credit, advertising through various networks/media and using friends
circles;
vii) the commodities suppliers to our sample vendors also changed their supply patterns to
adjust with the sudden changes in business environment. The reported changes were:
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a) suppliers have increased prices;
b) vendors relying on less number of suppliers;
c) suppliers have changed their credit-selling policy;
d) sample vendors started relying on more number of suppliers;
e) stopped delivering the consignments; and,
f) suppliers have changed their modes of delivery.
Based on the above findings, various recommendations put forwarded are:
i) All possible measures should be taken for ensuring continued supply of fresh food items
from rural areas to the urban consumers constituting more than 40% of our total population;
ii) As COVID-19 pandemic is not over yet, therefore, it is imperative for all stakeholders in
the food chain to continue practicing measures on personal hygiene and environment
cleanliness;
iii) At fresh food shops/stalls, good staff hygienic practices to be observed are:
a) proper hand hygiene --- washing with soap and water for at least 20 seconds;
b) frequent use of alcohol-based hand sanitizers;
c) maintaining good respiratory hygiene (covering mouth and nose during working hours,
proper disposal of wastes & tissues and washing hands afterwards);
d) frequent cleaning/disinfection of work surfaces and touch points such as door handles,
shopping baskets, dust bins, etc.;
e) avoiding close contacts with anyone showing symptoms of respiratory illness;
f) providing mask to the no-mask-wearing customers either free of charge or at

wholesale prices (no profit basis). Moreover, for making & keeping the masks and
sanitizers cheaper for the general public, the value added taxes (VAT), duties on the
material used in their manufacturing and marketing should be reduced to zero.
iv) the provincial departments of agricultural extension need to be advised to educate

farmers about maintaining good hygienic conditions at their crop, livestock and dairy farms;
v) In the national and provincial vaccination programs, the stakeholders in health

departments and fresh foods supply chains should be given priority.
In conclusion, the key rapid need assessments for keeping food markets working
uninterruptedly originated from the present study are: mandating use of face mask in all
public places, non-taxing the material used in masks and sanitizers manufacturing and
selling, mandatory maintaining environmental cleanliness of wet-markets, and publicizing in
media camping that “customers should avoid shopping at unhygienic shops” as our religion
categorically emphasizes as “cleanliness is half faith”. This will assist promoting cleanliness”.
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1. BACKGROUND AND OBJECTIVES

Food retailing or retail food markets are integral part of every society. These markets serve
as the final stage in the food supply/value chains before reaching the foods in the hands of
ultimate consumers. Majority of the consumers still prefer visiting informal retail food markets
for a number of reasons like relatively cheaper (offer more competitive prices for given
quality) than the supermarkets, wider range of stalls available in a small area, consumers
more accustomed to walking to make daily purchases and mostly located on road-sides so
more convenient.
COVID-19 pandemic has drastically changed the marketing patterns of food and non-food
consumer items. The importance of a healthy food marketing environment of wet-markets
has now much more established than ever before. At present, our policy makers,
development practitioners and officials of local administration have sufficient awareness
about COVID-19 SOPs, but perhaps they least now about implementation status of these
SOPs in various regions of the country, different segments of the society and market places.
It is also quite possible that they might see satisfactory reports received on daily basis, while
reality might be different. The present study is aimed at filling this important information gap
by generating update on how our wet-markets could be kept operating on regular basis by
practicing SOPs for COVID-19 pandemic.
For this purpose, under the patronage of GAIN, a rapid need assessment survey has been
conducted in the wet-markets of Rawalpindi and Peshawar cities in their urban boundaries.
The technical experts’ team APEX Consulting Islamabad is formally executing this study in
Pakistan. It is anticipated that the generated information shall be helpful in: i) prioritizing
various sets of measures in keeping urban food markets of both Rawalpindi and Peshawar
cities more smoothly; ii) shall positively contribute in planning for improving the food and
nutrition security of the consumers with improved resilience against COVID-19; and, iii)
increase awareness and capacities of the retail/vendor business specifically in the study
area and generally in other medium to big cities of Pakistan.
2. METHODOLOGICAL OUTLINES
2.1. Theoretical Framework
In our study, wet-markets are defined as, “Wet-market is a market place selling fresh meat,
fish, fruits, vegetables and other perishable goods as distinguished from ‘dry-markets’ that
sell goods like fabrics, household durables, electronics, etc.” These markets also called as
“wet-markets” because the floors of the shops remain wet due to melting of ice used to keep
food from spoiling, washing of meats and seafood stalls and frequently spraying fresh water
on the vegetables to preserve their fresh-look are daily routine practices of these wet-
markets. Not all wet-markets sell live animals, but the term wet-market is sometimes used to
signify live animal market in which vendors slaughter animals upon customer purchase, e.g.
in poultry.
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2.2. Project Execution Sequence

The quantitative approach was employed to assess the needs of the vendors in the wet-
markets of meats, fruits and vegetables. The wet-market vendors’ survey was conducted
through administering a structured questionnaire, in which all possible replies were pre-
coded and leaving one option as others (than those already covered). The staff engaged for
this purpose was sufficiently experienced in doing such field activities and some had also
previously worked with APEX. More specifically, the sequence of various phases/stages
followed for executing this assignment is given in Figure-1 below and their brief description
afterwards.
Figure 1: Project Execution Sequence Phases
Data Rapid Need

Preparation and Data Collection Processing and Assessment
Initial Phase Phase Tabulation Report
Phase
2.2.1. Preparation and Initial Phase
At this stage, the necessary preparations like gathering relevant data from secondary
sources, research documents, desk reviews, conducting consultative meetings, preliminary
visit to the study area for designing questionnaires and list of quarries for gathering
quantitative data from the field, and deciding analytical tools as research methodology.
2.2.2. Data Collection Phase
Generally, the sampling strategy depends upon the factors like study objectives, degree of
in-depth investigation needed, timelines, human and financial resources available and the
degree of heterogeneity in the target population. Above all, the key element in sampling is
drawing a statistically representative and analytically manageable sample size from the
target population. The key factor in determining the sample size is the degree of
heterogeneity in target population. Purposeful sampling approach was adopted in this study.
The sampling universe for the assignment was all the retailers/vendors in the wet-markets of
meats, fruits, and vegetables in urban areas of Rawalpindi and Peshawar cities. For
development of the sampling frame, to know the total population of the vendor's, various
offices of the Agricultural Marketing and Information Department, Market Committees and
Anjuman-e-Tajran or Traders’ Association and Vendors’ Association, etc. were contacted.
But no reliable market-specific population was found available with them. Therefore, the
personal visit has been carried out in the wet-markets1 , comprised of proposed markets by
the GAIN and APEX new identified markets. Based on decisions made in the meetings, it
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The underlying purpose of picking informal wet-markets was that these markets are quite different
from formal markets like superstores and hypermarkets in terms of having no formal parking for the
customers, no formal receipt is given to the customers and no packed product is sold also.
Secondly, these markets are relatively more crowded during business hours than the other markets.
Thirdly, the general cleanliness conditions in these markets is relatively poor than other markets
also. All these collectively increase spreading risks of COVID-10 pandemic.
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was decided to concentrate upon the informal wet-markets of meats, fruits, and vegetables;
their approximate numbers was calculated by having a round of the market before drawing
the sample.
2.2.3. Questionnaire Design, Pilot-testing and Enumerators’ Training
For the engaging the field staff, keeping in view the types and extents of professional
expertise needed for data collection of the study in hand, at least 16 years of formal
education and minimum 3-5 years of data collection experience was decided. After an initial
screening of the applicants, a committee of APEX has conducted the interview of the short-
listed candidates for further scrutiny to ensure the selection of best suitable staff to be hired.
Based on the performance of the interviewed candidates, a team of eight field workers (four
for each city) was finally hired with their duties mentioned in Table-1.
Table 1: Data Collection Teams for sampled wet-markets in both cities

Sr. Rawalpindi Markets Peshawar Markets
# Name Job Description Name Job Description
1. Mr. Zia Ur Rehman Supervisor/Manager Mr. Naseer Khan Supervisor/Manager
2. Mr. Ejaz Ahmed Enumerator Mr. Basit Ali Enumerator
3. Mr. Faisal Javed Enumerator Mr. Malik Inam Ullah Enumerator
4. Mr. Zeeshan Ahmed Enumerator Mr. Abdul Baseer Enumerator
GAIN Global has shared all tools i.e. the complete vendor wet-market questionnaire (and
ODK scripts) and necessary guidelines. The relevant staff of APEX, in cooperation with the
project staff of the client, conducted a meeting remotely to customize/finalize the
assessment indicators relevant to the wet-market needs. All the comments regarding
customization of the tools have been incorporated in the final instruments. As the
questionnaire for the vendors were provided by GAIN Global were written in English
language, its specific questions and reply codes were translated into Urdu language by the
Consultants and shared with the GAIN team (Annexure-I). Comments received from GAIN
teams were incorporated and its final version is given at Annexure-I. The sample distribution
across vendor types in the chosen markets of both cities is outlined in Table-2, while the
fieldwork schedule for data collection in these markets is presented in Table-3.
2.2.4. Development of KoBo Applications for Vendor Questionnaire
To administer the vendor questionnaire, APEX used Computer Assisted Personal Interview
(CAPI) method of data collection through tablet computers. In this regard, GAIN already
shared the KoBo excel version of the questionnaire. Upon the shared version, the software
developer has designed a customized questionnaire in the KoBo application. Containing
quality control checks, the electronic data collection took place on tablet computers running
Google’s Android operating system. The data collection devices were equipped with KoBo
software, which immediately digitizes data for analysis. Using a tablet computer, the
application was able to work offline hence providing the facility to input data to complete the
task when there is no internet is available. The applications were integrated with a dedicated
server for the storage of data. This server was placed over humanitarian organizations using
the Consultant's email address. Consultants were advised to ensure the one setup (server)
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for both cities i.e. Rawalpindi and Peshawar. The servers KoBo file name was “KFMW WS5
vendor survey Pakistan”.
The sample distribution across markets These markets were chosen by covering each side
of the geographical boundaries of these cities, market types (permanent, weekly and
specially organized by city municipal administration like Sahulat Bazars), size of the markets
in terms of total number of fresh food shops & stalls and the colonies of various income
classes they are addressing.
It is worth mentioning here that during this period, the fruits and vegetables available in the
market were pertained to rabi/winter season. Therefore, in quarries involved comparing the
business position and composition of commodities dealt with the circumstances 6 months
ago shall encompass changes in crop production season as kharif/summer season (as types
of fruits and vegetables composition of rabi/winter and kharif/summer season are
substantially different) and more selling of fish and eggs in winter as compared to the
summer. However, it shall not seriously jeopardize the quarries on status of practicing
various COVID-19 related SOPs, number of customers visiting the markets, changes in
demand-supply gaps, etc.
For our survey team, the standing instructions were to always wear the mask (preferably N-
95 type), frequently use alcoholic hand sanitizers, frequently disinfect your shoes (especially
when you leave a market before entering to your car), maintain safe distance during talking
and try to talk loud as you are wearing mask, etc.). During formal survey, every possible
effort was made to gather accurate and reliable information from the vendors dealing with
different commodities and other stakeholders. The measures taken in this regard were:
i) before conducting the interview, the respondents were taken into confidence by ensuring
them that the information sought from them will be treated as confidential and used for
research purposes only;
ii) the purposes of the survey were explained and reservations of the respondents were
clarified, if any;
iii) interviews were conducted in a relaxed and friendly environment; and lastly,
v) if at any stage, the enumerator felt that respondent was not cooperating, he was fully
authorized to stop the interview and cancel such questionnaire.
Eighty conveniently selected shopkeepers/stall holders were interviewed from each chosen
market. This has enabled us getting a total sample of 160 respondents - 80 from Rawalpindi
and 80 from Peshawar cities based on the purposive selection method for markets and
convenient selection of vendors from wet markets of both the cities. Data were collected
from the vendors dealing with 8 food items namely seasonal fruits, vegetables, beef, mutton,
poultry meat, fish, eggs and diary items (mainly the milk and yogurt). During the data
collection it was ensured that age of the respondent/vendor should be above 18 years.
Keeping replacement protocols i.e. non-willingness and does not have COVID-19 impact
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knowledge found that, all the approached vendors were willing to participate and also have
knowledge of COVID-19.
Table 2: Sample Size for Vendors’ Quantitative Interviews

Sample Distribution
Cities Market Name
Mutton Beef Poultry Fish Dairy Fruit Veg. Eggs Total
Sahulat Bazar, Nawaz Sharif
1 1 1 1 1 1 1 1 8
Park, Murree Road
Weekly Market Aqsa Mosque
1 1 1 1 1 1 1 1 8
Near Holy family
Committee Chock Market 1 1 1 1 1 1 1 1 8
Raja Bazar Market, near
Rawalpindi
1 1 1 1 1 1 1 1 8
Fawara Chowk
Banni Market, Jamia Masjid
1 1 1 1 1 1 1 1 8
Road
Weekly Market, Octroi # 22,
1 1 1 1 1 1 1 1 8
Tench Bhata
Sahulat Bazar, Korang Town 1 1 1 1 1 1 1 1 8
Bostan Khan Road Market 1 1 1 1 1 1 1 1 8
Lalkurti Market, Lalkurti 1 1 1 1 1 1 1 1 8
PWD Market 1 1 1 1 1 1 1 1 8
Sub Total 80
Itwar Bazar, Hayatabad
1 1 1 1 1 1 1 1 8
Phase-II, Town-III
Hafta Bazar, Siphon Chowk,
1 1 1 1 1 1 1 1 8
Town-IV
Jumerat Bazar, Bara Market,
Main Bara Road Sarband, 1 1 1 1 1 1 1 1 8
Town-III
Chargano Chowk Market,
1 1 1 1 1 1 1 1 8
Town-I
Peshawar
Nothia Phatak Market, Nothia

1 1 1 1 1 1 1 1 8
Qadeem Town, T-II
Scheme Chowk Market,
1 1 1 1 1 1 1 1 8
Town-IV
Thana Badaber Bazar,
1 1 1 1 1 1 1 1 8
Town-IV
Firdous Market, Jinnah
1 1 1 1 1 1 1 1 8
Park,GT Road, Town-I
Faqir Abad-Hashtnaghri,
1 1 1 1 1 1 1 1 8
Govt. College, Town-I
Mattani Bazar, Kohat Road,
1 1 1 1 1 1 1 1 8
Town-IV
Sub Total 80
Grand Total 160
Note: in all the wet-markets, the vendors shall be chosen from informal markets (Formal markets (vendors pays
rent) and informal (i.e. street vendors) (e.g. having no formal parking for the customers, no formal receipt is given
to the customers and no pre-packing did). In case of non-availability of any specific vendor in the selected
market, the data collector will collect data from the adjacent market.
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Table 3: Fieldwork schedule for data collection in sampled wet-markets of both cities
Cities Date of visit Market Name and Address Wednesday Thursday Friday Saturday Sunday
Raja Bazar Market, near Fawara Chowk
30-12-2020
Banni Market, Jamia Masjid Road
Sahulat Bazar, Nawaz Sharif Park,
Rawalpindi City
31-12-2020 Murree Road

Lalkurti Market, Lalkurti
Sahulat Bazar, Korang Town
01-01-2021
Committee Chowk Market
People’s Works Department (PWD)
02-01-2021 Market
Bostan Khan Road Market
Weekly Market, Octroi # 22, Tench Bhata
03-01-2021 Weekly market, Aqsa Mosque near Holy
Family Hospital
Mattani Bazar, Kohat Road, Town-IV
30-12-2020 Scheme Chowk Market, near PAF Base
Badaber, Town-IV
Itwar Bazar, Hayatabad Phase-II, Town-
III
31-12-2020
Peshawar City
Nothia Phatak Market, Nothia Qadeem

Town, Town-II
Thana Badaber Bazar, Town-IV
01-01-2021 Faqir Abad-Hashtnaghri, Govt. College,
Town-I
Hafta Bazar, Syphon Chowk, Town-IV
02-01-2021 Firdous Market, Jinnah Park Main GT
Road, Town-I
Chargano Chowk Market, Near Bacha
Khan Chowk, Town-I
03-01-2021
Jumerat Bazar, Bara Market, Main Bara
R., Sarband, Town-III
2.2.5. Data Processing Treatments and Tabulation Plan
The analysis for the study in hand has been conducted with the due support and guidance of
GAIN Global team, who is also replicating the same exercise in Kenya and Mozambique.
The underlying goal is to obtain an international synthesis on Rapid Need Assessment for
developing countries’ Keeping Food Markets Working.
The following analytical procedures were applied:
Respondents’ classification --- since the data was collected from two districts with an
inter-city distance of nearly 150 kilometers and are located in two administratively separate
provinces. Therefore, the first basis of cross-tabulation of descriptive analysis was decided
as inter-district comparison. Secondly, based on the conceptual definition of wet-markets
described in section 2.1, two different site cleaning methods are followed by our sample
vendors after the business hours. These are regular cleaning by sweeping (plus washing the
floor and surfaces with water & detergents plus optionally using antiseptic chemicals) in case
of fruits and vegetables vendors, while cleaning by washing the floor and surfaces by the
vendors dealing with selling (already slaughtered) and/or on-shop slaughtering (e.g. poultry
meat shops) into two broad groups, i.e. fruits and vegetables vendors and other vendors,
respectively.
Statistical Testing --- Since the quantitative data gathered was based on pre-coding of the
possible answers and gathering feedback in terms of Yes/NO on various aspects of the
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problem under consideration, therefore, the cross-tabulation was consisted of estimations in

percentages. For statistically examining the differences in responses between the groups,
Pearson Chi-square test was used.
Lastly, while doing cross-tabulation of descriptive analysis, the respondents’ feedback on

more than three pre-coded aspects was presented in decreasing order of overall percentage
values. The software used for data handling was KoBo, MS-EXCEL and STATA version
15.1. It is worth mentioning here that the tabulation plan was shared with the technical
experts of GAIN Global and GAIN Pakistan office here in Islamabad.
3. RESULTS AND DISCUSSION

This section is sub-divided into thirteen sub-sections. Section-3.1 characterizes the sample
wet-markets of Rawalpindi and Islamabad districts. Section-3.2 attempts to paint the
personal attributes’ picture of sample vendor respondents. Section-3.3 is devoted to the
commodity types sold by the sample vendors. Section-3.4 deals with documenting the
impacts of COVID-19 on fresh food retailing in sample markets. Section-3.5 delineates the
measures taken in the market to deteriorate the risk of spreading COVID-19. Section-3.6
presents the measure proven effective against reducing the risk of spreading COVID-19.
Section-3.7 provides information on measures should be taken for reducing the risk of
spreading COVID-19. Section-3.8 gives details about the measures taken by the vendors
themselves against COVID-19. Section-3.9 presents profile of commodities currently sold to
compare with the composition with six months before. Section-3.10 compares the overall
business position today compared to six months before. Section-3.11 attempts exploring the
underlying causes of changes in business position. Section-3.12 informs about the
measures taken by the sample vendors to correct the business position. Finally, section-3.13
describes the changes faced by sample vendors from their suppliers’ side when compared
with six months before.
3.1. Characterization of sample wet-markets

Based on the visual observations and firsthand knowledge gathered from officials of Tehsil
Municipal Administration (TMA) deputed for operating these markets, the socio-economic
profile table of the sample wet markets in Rawalpindi and Peshawar cities has been
generated in Tables 4 & 5, respectively. All wet-markets of Rawalpindi city were organized
by its local TMA in the form of Sahulat Bazars and weekly bazars. On the basis of business
carried out, majority of the markets operate on daily basis and most of them are
organized/developed on some main road or along the busy traffic area. A few of them are
arranged in some open area of park or open spacious ground. In terms of total number of
shops/stall/vendors and the number of customers visiting during business hours, these
markets vary from small size to large sized markets. These markets were of mix types where
both wet-market and dry-market items are sold. Because retail business is carried out in
these markets, therefore, no separate cluster of fruits & vegetables or meat shops is present
in none of these markets. The percent of shops/stalls dealing with our commodities under
9-55
consideration varies from market to market. Majority of the sample wet-markets are
addressing middle to low income classes (Annexure-2).
The wet-markets of Peshawar city were also organized by TMAs of Town-I to Town-IV. On
the basis of business carried out, majority of the markets operate on daily basis and are
located either on some main road or along the busy traffic area. In terms of total number of
shops/stall/vendors and the number of customers visiting during business hours, these
markets vary from small to large sized markets. These markets were of mix types where
both wet-market and dry-market items are sold. In some markets, the whole sale business
(of poultry and fruits & vegetables) is also carried out in the form of auctioning of big lots
early in the morning and later on selling a part of its by vendors and stall holders. The
percent of shops/stalls dealing with our commodities under consideration varies from market
to market. Majority of the sample wet-markets are addressing middle to low income classes
(Annexure-2).
3.2. Personal attributes of the vendors in the sample wet-markets

The socio-economic profile of the sample vendors shows that raw fresh food (means fruits,
vegetables and meats) retailing business is mainly operated by males (98.75%) and females
can rarely be seen in these markets. Only two female vendors were found in Rawalpindi
market and none in the Peshawar market. Therefore, the inter-city differences were
statistically non-significant (Table-4). The underlying reason of male dominance of this
business is that large weights handling nature and long working hours in case of fruits and
vegetables are needed in carrying out this business, while dirtiness is also involved in case
of production and marketing of meats. In Pakistani society, hard and more laborious
activities are carried out by relatively young (neither too young nor old or very old) and
energetic males. Secondly, in Pakistan, the retailers of fruits and vegetables visit Fruit &
Vegetable wholesale markets (called as Sabzi Mandi) at very early in the morning as
commodity auctioning starts well before sunrise and its wholesale selling continues till 8 to 9
AM in the morning. After that they start selling these fruits and vegetables to the customers
till 8 to 9 PM in the evening. Similarly, animal slaughtering at slaughter houses of large cities
usually begin after mid-night and continues till early in the morning. Afterwards, the
carcasses are transported to various meat shops, where meat selling usually begins after 9
AM. Same is the story for auctioning of live poultry birds and their onward transport to poultry
meat shops.
Table 4: Gender-based distribution of sampled vendors in both cities

Rawalpindi Markets Peshawar Markets Overall
Gender
(N=80) (N=80) (N=160)
Males (%) 97.50 100.00 98.75
Females (%) 2.50 0.00 1.25
Total (%) 100.00 100.00 100.00
Pearson Chi-Square Value = 2.025
Significance Value = 0.155
Considering age composition, more than 80% of the sample vendors were falling in age
bracket of 25-30 years to 41-50 years. Almost The same age composition was seen among
10-55
the vendors of Rawalpindi and Peshawar cities --- making inter-city differences as
statistically non-significant (Table-5 & Figure-2). This observation also confirms the
hypothesis of hardworking nature of wet-marketing business as narrated while describing
Table-4.
Table 5: Age-based distribution of sampled vendors in both cities

Age groups
(N=80) (N=80) (N=160)
18 to 24 years (%) 10.00 11.25 10.63
25 to 30 years (%) 22.50 33.75 28.12
31 to 40 years (%) 35.00 28.75 31.88
41 to 50 years (%) 22.50 22.50 22.50
51 to 65 years (%) 10.00 2.50 6.25
66 to 75 years (%) 0.00 1.25 0.62
Above 75 years (%) - - -
Total (%) 100.00 100.00 100.00
Figure 2: Age-based distribution of sampled vendors in both cities
100
90
80
70
Vendors (%)
60
50
35.0
33.8
31.9
28.8
28.1
40
22.5
22.5
22.5
22.5
30
11.3
10.6
10.0
10.0
20
6.3
2.5
1.3
0.6
10
0.0
0
18-24 years 25-30 years 31-40 years 41-50 years 51-65 years 66-75 years
While exploring ethnicity of the respondents, it was found as region specific. As Rawalpindi
district falls in Punjab province, therefore, Punjabi speaking vendors are dominant in
Rawalpindi wet-markets. Similarly, Peshawar is the capital of Khyber Pakhtunkhwa province
where mainly Pushto speaking Pathan community lives, therefore, the wet-market in
Peshawar city are mainly operated by the Pathans. Therefore, the inter-city differences were
statistically non-significant (Table-6 & Figure-4).
Table 6: Ethnic-based distribution of sampled vendors in both cities

Ethnic groups
(N=80) (N=80) (N=160)
Punjabi (%) 91.25 2.50 46.88
Pathan (%) 8.75 97.50 53.12
Sindhi (%) - - -
11-55
Balochi (%) - - -
Other (%) - - -
Total (%) 100.00 100.00 100.00
Considering business ownership, nearly three-fourth of vendors found self-operating their
businesses. Nearly one-sixth (17.50%) of the sample vendors were employee of some
owner to run the business on his behalf, 6.25% vendors employed some family member in
the business and only 1.88% cases, some helper is employed to handle the business.
Almost same composition of vendors’ business status was noticed in Rawalpindi and
Peshawar markets. Therefore, the inter-city differences were non-significant statistically
(Table-7).
Table 7: Employment status of sampled vendors in both cities

Rawalpindi Peshawar
Overall
Respondent’s employment status Markets Markets
(N=160)
(N=80) (N=80)
Own business/self-employed (%) 77.50 71.25 74.37
Employed by external person/company (%) 16.25 18.75 17.50
Employed by family member (%) 5.00 7.50 6.25
Helper in the business (%) 1.25 2.50 1.88
Any other (%) - - -
Total (%) 100.00 100.00 100.00
Turning to the retail marketing experience of the sample vendors, overall, almost half of
them had ≥ 5 years of fresh food retailing business experience --- 57.5% in Rawalpindi and
41.25% in Peshawar implying that relatively more experienced people were fresh food
retailing business in Rawalpindi than Peshawar. However, the inter-city differences in vendor
business experience were statistically non-significant at 10% significance level (Table-8).
Table 8: Duration of experience in food retailing business of sampled vendors in both cities
Experience in years
(N=80) (N=80) (N=160)
Less than 1 year (%) 10.00 18.75 14.38
1 to 3 years (%) 15.00 20.00 17.50
3 to 5 years (%) 17.50 20.00 18.75
5 to 10 years (%) 20.00 21.25 20.62
Above 10 years (%) 37.50 20.00 28.75
Total (%) 100.00 100.00 100.00
12-55
3.3. Commodity types sold by the vendors in the sample wet-markets

Considering the commodities dealt with by the sample vendors, it is worth mentioning here
that 8 commodities namely poultry meat, beef, mutton, fish, dairy products, eggs, fruits and
vegetables were considered. Because of purposive random sampling, the number of
respondents interviewed per commodity was same in both the cities (Table-9).
Table 9: Commodities dealt by the sampled vendors in both cities

Commodities dealt with
(N=80) (N=80) (N=160)
Poultry meat (%) 12.50 12.50 12.50
Beef (%) 12.50 12.50 12.50
Mutton (%) 12.50 12.50 12.50
Fish (%) 12.50 12.50 12.50
Dairy (%) 12.50 12.50 12.50
Eggs (%) 12.50 12.50 12.50
Vegetables (%) 12.50 12.50 12.50
Fruits (%) 12.50 12.50 12.50
Total (%) 100.00 100.00 100.00
Significance value = 1.000
Based on the classification of our sample vendors’ business types into fruits & vegetables
vendors and other vendors, the proportion of vendors in fruits & vegetables group and other
group were of 25:75 percentage ratio in both the cities (Table-10).
Table 10: Food groups dealt by the sampled vendors in both cities
Rawalpindi Markets Peshawar Overall
Food groups dealt with
(N=80) Markets (N=80) (N=160)
Fruits and vegetables vendors (%) 25.00 25.00 25.00
Other vendors (%) 75.00 75.00 75.00
Total (%) 100.00 100.00 100.00
3.4. Impacts of COVID-19 on fresh food retailing in the sample wet-markets
As COVID-19 has now became pandemic and everyone in Pakistan knows about its impacts
on the economy and society, therefore, the universality of knowledge about impact of
COVID-19 on fresh food marketing is also clear from our results in Table-11. All the sample
vendor respondents have positively responded to the quarry about any knowledge about
COVID-19 impact on their business and in the markets where they are carrying out their
business.
Table 11: Sampled vendors having knowledge of COVID-19 impacts in the market settings
Familiarity with the Rawalpindi Markets Peshawar Markets Overall
impacts of COVIC-19 (N=80) (N=80) (N=160)
Yes (%) 100.00 100.00 100.00
NO (%) - - -
Total (%) 100.00 100.00 100.00
Pearson Chi-Square Value = Not Applicable
Significance value = Not Computed
13-55
Upon quarrying regarding changes observed in sample markets by comparing the present
situation with 6 months before, almost all the respondents easily comprehended the change
in terms of impacts on the business, measures taken to minimize the vulnerabilities, and
measures introduced by city administration in different markets of their respective cities.
Only one respondent in Peshawar market was unable to answer positively, therefore, was
excluded for its follow-up sections (Table-12).
Table 12: Sampled vendors seen COVID-19 related changes in both cities markets
Changes observed
(N=80) (N=80) (N=160)
Yes (%) 100.00 (80) 98.75 (79) 99.38 (159)
NO (%) 0.00 (0) 1.25 (1) 0.62 (1)
Total (%) 100.00 (80) 100.00 (80) 100.00 (159)
Note: Figures in parentheses are number of cases.
3.5. Measure taken in the market to reduce the risk of COVID-19 spread
Consequent upon confirming that the respondents’ confirmation on knowing the changes
introduced in the markets for reducing the spread of COVID-19 in Pakistan, feedback is
sought for their knowledge about measures taken in due course. The opinion sought was on
11 different measures. The four most-known preventive measures were:
i) mandatory wearing of face masks by the vendors during the business hours; followed by,
ii) regular information sharing in the market about the latest status of COVID-19 spread and
its preventive measures;
iii) practicing social distancing of 6 feet as mandatory during business hours; and
iv) mandatory wearing of face masks by the consumers visiting the market.
The inter-city differences for these measures were statistically non-significant implying no
difference in measures taken in both the cities. The four least-known preventive measures
were:
i) changes in the market hours2; followed by,
ii) regulating the number of consumers in the market to avoid undue congestion;
iii) advising the sick people about staying at home and not coming to the market for grocery
purchasing; and,
iv) making home delivery arrangements for the families having some sick person(s) at home.
2
The city administration organized Sahulat Bazars (facilitating markets) and Haftawar Bazars (weekly
markets) operate from morning 9 AM to sunset. Therefore, in COVID-19 period, the city
administration has reduced working hours for all the businesses as from 9 AM to 8 PM. The food
restaurants and the hotels are required to stop their sit-down service, narrow menu selection and
start offering home delivery services. Preferably, the customers have to take away the cooked food
from the restaurants.
14-55
The inter-city differences for these measures were statistically non-significant except the
measure on advising the sick people about staying at home rather than coming to market for
grocery shopping and regulating the number of consumers in the market to avoid undue
congestion which were significant at 5% level (Table-13 & Figure-3).
Table 13: Sampled vendors’ taken measures to reduce COVID -19 spread risk in both cities
Rawalpindi Peshawar
COVID-19 prevention measures taken in Overall χ2 Value
Markets Markets
the market (N=159) (Sig. Level)
(N=80) (N=79)
M-4: Mandatory wearing of masks OR
0.451
covering nose & mouth by all the vendors 85.00 88.61 86.79
(0.502)
(% Yes)
M-6: Regular information sharing within the
1.345
market about COVID-19 spreads and self- 88.75 82.28 85.53
(0.246)
protection measures (% Yes)
M-7: Observing social distancing of 6
0.059
feet/2 meters as mandatory for the 82.50 81.01 81.76
(0.808)
clients/customers in the market (% Yes)
0.002
covering nose & mouth by all the 77.50 77.22 77.36
(0.966)
customers (% Yes)
M-2: Thorough cleaning of the markets 40.209
91.25 44.30 67.92
with disinfectant (% Yes) (0.000)
M-1: Set up for hand washing/sanitizer 6.099
66.25 46.84 56.60
stations (% Yes) (0.014)
M-5: Increased demand for cleanliness
0.305
behavior by wearing gloves and regular 36.25 40.51 38.36
(0.581)
washing of hands by the vendors (% Yes)
M-9: Changes in the market/business 0.050
35.00 36.71 35.85
hours (% Yes) (0.822)
M-8: Regulating the number of consumers 5.180
16.25 31.65 23.90
in the market (% Yes) (0.023)
M-10: Telling sick people to stay home and 8.401
22.50 6.33 14.47
do not come to the market (% Yes) (0.004)
M-11: Making home delivery arrangements
1.000
for the families with a sick person at home 3.75 1.27 2.52
(0.317)
(% Yes)
M-12: Any others (% Yes) - - - -
15-55
Figure 3: Measures taken by sampled vendors to reduce COVID-19 spread risk in both cities
100
91.3
88.8
88.6
86.8
85.5
90 85.0
82.5
82.3
81.8
81.0
77.5
77.4
77.2
80
67.9
66.3
70
56.6
Vendors (%)
60
46.8
44.3
50
40.5
38.4
36.7
36.3
35.9
35.0
40
31.7
23.9
30
22.5
16.3
14.5
20
6.3
10
3.8
2.5
1.3
0.0
0.0
0.0
0
M-4 M-6 M-7 M-3 M-2 M-1 M-5 M-9 M-8 M-10 M-11 M-12
When inter-food-group comparison was made on total data set, the order of most- and least-
known measures was same what was observed in Table-15. The four most-known
preventive measures in decreasing order were:
iii) practicing social distancing of 6 feet as mandatory during business hours; and,
The inter-food-group differences for these measures were statistically non-significant except
the measure about mandatory wearing of face mast by the vendors during business hours
(significant at 5%). On the other hand, the four least-known preventive measures in
decreasing order were:
i) changing the market hours; followed by,
iii) advising sick people about staying at home and not coming to the market for buying
grocery; and,
iv) making home delivery arrangements for the families having some sick person(s) at home
(Figure-4).
The inter-food-group differences for these measures were statistically non-significant

implying all the sample vendors reported same evaluation on lower side (Table-14).
16-55
Table 14: Sampled vendors took measures to reduce COVID -19 spread by food groups dealt
Fruit & Veg. Other
COVID-19 prevention measures taken in Overall χ2 Value
Vendors Vendors
the market (N=159) (Sig. Level)
(N=39) (N=120)
5.107
(0.024)
(% Yes)
0.507
(0.477)
M-7: Observing social distancing of 6 feet/
0.003
2 meters as mandatory for the clients/ 82.05 81.67 81.76
(0.957)
customers in the market (% Yes)
0.650
(0.420)
customers (% Yes)
M-2: Thorough cleaning of the markets with 0.982
74.36 65.83 67.92
disinfectant (% Yes) (0.322)
51.28 58.33 56.60
0.155
(0.694)
25.64 39.17 35.85
hours (% Yes) (0.126)
30.77 21.67 23.90
12.82 15.00 14.47
1.334
(0.248)
(% Yes)
Figure 4: Measures taken by vendors to reduce COVID -19 spread risks by food groups
dealt
100
97.44
86.79
86.67
85.53
83.33
82.05
82.05
82.05
81.76
81.67
90
77.36
75.83
74.36
80
67.92
65.83
70
58.33
56.6
Vendors (%)
51.28
60
41.03
50
39.17
38.36
35.85
37.5
30.77
40
25.64
21.67
23.9
30
14.47
12.82
20
15
3.33
2.52
10
0.0
0.0
0.0
0
0
M-4 M-6 M-7 M-3 M-2 M-1 M-5 M-9 M-8 M-10 M-11 M-12
Fruits & Veg. Vendors Other Vendors Overall
17-55
3.6. Measure proved successful in reducing the risk of COVID-19 spread

Our worthy respondents were also inquired about evaluating the 11 control measures as
being proven successful and the comparison between both cities is arranged in decreasing
order in Table-15. Again, the four most-useful proven measures in falling proportions pattern
were:
ii) mandatory wearing of face masks by the consumers visiting the market;
iii) regular information sharing in the market about the latest status of COVID-19 spread and
its preventive measures; and,
iv) practicing social distancing of 6 feet as mandatory during business hours.
The inter-city differences for these measures were statistically non-significant except for the
measure on social distancing found significant at 1% level. The four least-known preventive
measures falling percentage responses were:
i) advising the sick people about staying at home and not coming to the market for grocery
purchasing; followed by,
iii) changing in the market/business hours; and,
(Figure-5).
The inter-city differences were statistically highly significant (at 1% level) for the measure on
telling sick people staying at home rather than coming for grocery purchasing and making
home delivery arrangements for the families having sick person (at 10% level) (Table-15).
Table 15: Most useful measures proved to reduce COVID -19 spread risk in both cities
Rawalpindi Peshawar
Most useful proved preventive measures Overall χ2 Value
Markets Markets
against COVID-19 (N=159) (Sig. Level)
(N=80) (N=79)
1.731
(0.188)
(% Yes)
1.210
(0.271)
customers (% Yes)
0.510
(0.475)
11.723
(0.001)
72.50 16.46 44.65
52.50 30.38 41.51
18-55

3.955
(0.047)
17.50 0.00 8.81
5.00 7.59 6.29
6.25 2.53 4.40
hours (% Yes) (0.253)
3.019
(0.082)
(% Yes)
Figure 5: Most useful measures proved to reduce COVID -19 spread risk in both cities
100
90
78.8
75.0
74.2
80
72.5
71.1
69.6
67.1
63.8
70
61.0
60.0
58.2
Vendors (%)
60
52.5
46.5
44.7
50
41.5
32.9
40
30.4
25.0
30
18.9
17.5
16.5
20
12.7
8.8
7.6
6.3
6.3
5.0
10
4.4
3.8
2.5
1.9
0.0
0.0
0.0
0.0
0.0
0
M-4 M-3 M-6 M-7 M-2 M-1 M-5 M-10 M-8 M-9 M-11 M-12
Studying the same 11 successful control measures between food groups in the study area,
the four most-effective measures found were:
ii) mandatory wearing of face masks by the consumers visiting the market;
iii) regular information sharing in the market about the latest status of COVID-19 spread and
its preventive measures; and,
iv) practicing social distancing of 6 feet as mandatory during business hours.
The inter-food-group differences were statistically non-significant except for mandatory

wearing of face masks by the vendors during the business hours (at 5% level). On the four
least-effective measures side, the position was:
i) advising sick people about staying at home and not coming to the market for buying
grocery; followed by,
ii) regulating the number of consumers visiting the market to avoid undue congestion;
19-55
iii) changes in the market/business hours; and,
(Figure-6).
The inter-food-group differences for these measures were statistically non-significant

implying no difference in effectiveness of the measure taken in both cities (Table-16).
Table 16: Most useful measures proved reducing COVID -19 spread risk by food groups dealt
Fruit & Veg. Other
Most useful proved preventive Overall χ2 Value
Vendors Vendors
measures against COVID-19 (N=159) (Sig. Level)
(N=39) (N=120)
4.539
(0.033)
vendors (% Yes)
0.085
(0.771)
customers (% Yes)
M-6: Regular information sharing within
0.090
the market about COVID-19 spreads 58.97 61.67 61.01
(0.765)
and self-protection measures (% Yes)
1.356
(0.244)
48.72 43.33 44.65
35.90 43.33 41.51
behavior by wearing gloves and regular 1.235
12.82 20.83 18.87
washing of hands by the vendors (% (0.267)
Yes)
M-10: Telling sick people to stay home 0.870
5.13 10.00 8.81
and do not come to the market (% Yes) (0.351)
M-8: Regulating the number of 0.173
7.69 5.83 6.29
consumers in the market (% Yes) (0.678)
2.56 5.00 4.40
hours (% Yes) (0.519)
M-11: Making home delivery
0.994
arrangements for the families with a sick 0.00 2.50 1.89
(0.319)
person at home (% Yes)
20-55
Figure 6: Most useful measures proved reducing COVID -19 spread risk by food groups
dealt
100 87.2
90 74.2
80
71.7
71.1
70.0
69.2
70
61.7
61.0
59.0
Vendors (%)
60
49.2
48.7
46.5
44.7
43.3
43.3
50
41.5
38.5
35.9
40
30
20.8
18.9
12.8
20
10.0
8.8
7.7
6.3
5.8
5.1
5.0
10
4.4
2.6
2.5
1.9
0.0
0.0
0.0
0.0
0
M-4 M-3 M-6 M-7 M-2 M-1 M-5 M-10 M-8 M-9 M-11 M-12
3.7. Measure should be taken for reducing the risk of COVID-19 spread
The inter-city comparison of sample vendors’ feedback on the measures those should be
taken for reducing the risk of COVID-19 spread, the four most-desired measures found were:
i) thorough cleaning of the market with disinfectant; followed by,
iii) mandatory wearing of face masks by the vendors during the business hours; and,
The inter-city differences for these measures were highly significant statistically. The
underlying reason of wide gap between these measures arisen due to relatively much lower
reporting percentage in Peshawar than Rawalpindi district. The least-desired measures
were:
i) increased demand for hand cleanliness behavior of the vendors by washing or wearing the
gloves; followed by,
ii) making home delivery arrangements for the families having some sick person(s) at home;
iii) regulating the number of consumers visiting the market to avoid undue congestion; and,
iv) changes in the market/business hours (Figure-7).
The inter-city differences for these measures were statistically significant of various levels,
implying clear difference in perceptions between the respondents of our two cities (Table-
17).
21-55
Table 17: Sampled vendors feedback on measure should be taken in both cities markets
Rawalpindi Peshawar
COVID-19 prevention measures should Overall χ2 Value
Markets Markets
be taken in the market (N=160) (Sig. Level)
(N=80) (N=80)
78.75 16.25 47.50
3.609
the market about COVID-19 spreads and 55.00 40.00 47.50
(0.057)
self-protection measures (% Yes)
93.390
(0.000)
(% Yes)
44.349
(0.000)
customers (% Yes)
38.758
(0.000)
60.00 23.75 41.88
28.75 38.75 33.75
3.848
(0.050)
15.625
(0.000)
10.00 20.00 15.00
in the market (% Yes) (0.077
1.25 6.25 3.75
hours (% Yes) (0.096)
Figure 7: Sampled vendors feedback on measure should be taken in both cities markets
100
85.0
90
78.8
80
72.5
67.5
70
60.0
55.0
Vendors (%)
60
47.5
47.5
46.9
46.3
43.1
50
41.9
40.0
38.8
33.8
33.8
40
32.5
28.8
26.9
23.8
30
20.0
20.0
20.0
20.0
18.8
17.5
16.3
15.0
20
10.0
8.8
6.3
10
3.8
1.3
0.0
0.0
0.0
0
M-2 M-6 M-4 M-3 M-7 M-1 M-10 M-5 M-11 M-8 M-9 M-12
22-55
The inter-food-group comparison for combined data of both cities on the measures should
be taken, the four most-desired measures need to be taken were:
i) thorough cleaning of the market with disinfectants; followed by,
iii) observing the mandatory wearing of face masks by the vendors during the business
hours; and,
The inter-food-group differences for all these four measures were statistically non-significant
signifying the similarity in view of the vendors from both the groups. Considering the least-
desired measures side, their decreasing order was like:
i) increased demand for hand cleanliness behavior of the vendors by washing or wearing the
gloves; followed by,
ii) making home delivery arrangements for the families having some sick person(s) at home;
iii) regulating the number of consumers visiting the market to avoid undue congestion; and,
iv) changes in the market/business hours (Figure-8).
The inter-food group differences for these measures were statistically non-significant
implying no difference on both parties’ feelings about measures to be taken in wet-markets
of both cities (Table-18).
Table 18: Sampled vendors feedback on measure should be taken by food groups dealt with
Fruit & Veg. Other
COVID-19 prevention measures should Overall χ2 Value
Vendors Vendors
be taken in the market (N=160) (Sig. Level)
(N=40) (N=120)
50.00 46.67 47.50
0.134
the market about COVID-19 spreads 45.00 48.33 47.50
(0.715)
and self-protection measures (% Yes)
0.008
(0.927)
vendors (% Yes)
0.034
(0.855)
customers (% Yes)
1.028
(0.311)
45.00 40.83 41.88
27.50 35.83 33.75
M-5: Increased demand for cleanliness 0.011
27.50 26.67 26.88
behavior by wearing gloves and regular (0.918)
23-55
washing of hands by the vendors (%

Yes)
0.833
(0.361)
M-8: Regulating the number of 0.000
15.00 15.00 15.00
consumers in the market (% Yes) (1.000)
2.50 4.17 3.75
hours (% Yes) (0.631)
Figure 8: Sampled vendors feedback on measure should be taken by food groups dealt with
100
90
80
70
Vendors (%)
60
50.0
50.0
48.3
47.5
47.5
47.5
46.9
46.7
46.7
46.7
46.3
45.0
45.0
45.0
43.1
41.9
50
40.8
40.8
35.8
33.8
40
27.5
27.5
26.9
26.7
25.0
30
20.0
18.3
15.0
15.0
15.0
20
10
4.2
3.8
2.5
0.0
0.0
0.0
0
M-2 M-6 M-4 M-3 M-7 M-1 M-10 M-5 M-11 M-8 M-9 M-12
3.8. Measure taken by the vendors to reduce the risks of COVID-19 spread
Considering the aspect on the measure was taken by the sample vendors by themselves
during past 6 months for reducing the risk of COVID-19 spread in their respective markets,
the response obtained was highly affirmative as more than 98% replied as YES (Table-19).
This clearly indicates their consciousness and seriousness in taking measure on their own,
which is highly encouraging and greatly facilitating for the city administration in, implement
SOPs in true letter and spirit in the sampled markets.
Table 19: Sampled vendors measures taken by themselves in both cities

Any measures taken Rawalpindi Markets Peshawar Markets Overall
on their own (N=80) (N=80) (N=160)
Yes (%) 100.00 (80) 96.25 (77) 98.13 (157)
NO (%) 0.00 (0) 3.75 (3) 1.87 (3)
Total (%) 100.00 (80) 100.00 (80) 100.00 (160)
Significance = 0.000
On probing about the measures taken by the sample respondents by themselves for their
own, their staff’s safety and the safety of their customers against COVID-19 pandemic, the
feedback on 8 measures was sought. In general, the percentage of the response was little
lower in Peshawar compared to Rawalpindi city. Three most-adopted measures were:
24-55
i) always/all times wearing the masks; followed by,
ii) observing increased cleanliness of the surfaces; and,
iii) keep reminding the customers to observe social distancing as much as possible.
The inter-city differences for the last two measures were highly significant statistically, mainly
because of the wide gap between two cities for practicing these measures. The least-
adopted measures in decreasing order were:
i) more frequent use of hand sanitizers; followed by,
ii) changing business opening and closing times; and,
iii) offering mobile money options (Figure-9).
The inter-city differences for these measures were statistically non-significant showing close
proximity in the extent of the measures adopted in two cities (Table-20).
Table 20: Measures taken by sampled vendors by themselves in both cities

Rawalpindi Peshawar
Overall χ2 Value
COVID-19 preventive measures taken Markets Markets
(N=157) (Sig. Level)
(N=80) (N=77)
M-1: Always/all times wearing the masks 1.046
100.00 98.70 99.36
(% Yes) (0.307)
M-3: Observing increased cleanliness of 5.625
83.75 67.53 75.80
the surfaces (% Yes) (0.018)
M-5: Reminding customers to observe
4.591
social distancing as much as possible (% 62.50 45.45 54.14
(0.032)
Yes)
M-2: Always/all times wearing the gloves 0.325
50.00 45.45 47.77
(% Yes) (0.569)
M-8: Setting up of own hand washing 3.397
41.25 27.27 34.39
station (% Yes) (0.065)
M-7: More frequent use of hand sanitizers 0.000
30.00 29.87 29.94
(% Yes) (0.986)
M-6: Modifying business opening and 1.217
17.50 24.68 21.02
closing hours (% Yes) (0.270)
M-4: Offering mobile money options (% 1.980
1.25 5.19 3.18
Yes) (0.159)
M-9: Any other (% Yes) - - - -
25-55
Figure 9: Measures taken by sampled vendors by themselves in both cities
98.7
99.4
100
100.0
83.8
90
75.8
80
67.5
70
62.5
Vendors (%)
54.1
60
50.0
47.8
45.5
45.5
50
41.3
34.4
40
30.0
29.9
29.9
27.3
24.7
30
21.0
17.5
20
5.2
10
3.2
1.3
0
M-1 M-3 M-5 M-2 M-8 M-7 M-6 M-4:
Upon making inter-food-group comparison on pooled data of both cities for the feedback
under consideration, the three most-adopted measures were:
i) always/all times wearing the masks; followed by,
ii) observing increased cleanliness of the surfaces; and,
iii) keep reminding the customers to observe social distancing as much as possible.
The inter-food group differences for these measures were statistically non-significant except
for the measure on all-times wearing the mask (significant at 10% level). The least-adopted
measures side, the reported measures were:
i) more frequent use of hand sanitizers; followed by,
ii) changing business opening and closing times; and,
iii) offering mobile money options (Figure-10).
The inter-food-group differences for these measures were statistically non-significant all
these measures (Table-21).
Table 21: Measures taken by sampled vendors by themselves by food groups

Fruit & Veg. Other
Overall χ2 Value
COVID-19 preventive measures taken Vendors Vendors
(N=157) (Sig. Level)
(N=39) (N=118)
M-1: Always/all times wearing the masks 3.045
97.44 100.00 99.36
(% Yes) (0.081)
M-3: Observing increased cleanliness of 2.200
84.62 72.88 75.80
the surfaces (% Yes) (0.138)
M-5: Reminding customers to observe
0.108
social distancing as much as possible (% 56.41 53.39 54.14
(0.743)
Yes)
M-2: Always/all times wearing the gloves 0.946
41.03 50.00 47.77
(% Yes) (0.331)
26-55
M-8: Setting up of own hand washing 0.026

33.33 34.75 34.39
station (% Yes) (0.872)
M-7: More frequent use of hand 0.017
30.77 29.66 29.94
sanitizers (% Yes) (0.896)
M-6: Modifying business opening and 2.101
12.82 23.73 21.02
closing hours (% Yes) (0.147)
M-4: Offering mobile money options (% 1.707
0.00 4.24 3.18
Yes) (0.191)
M-9: Any other (% Yes) - - - -
Figure 10: Measures taken by sampled vendors by themselves by food groups dealt with
100
97.4
99.4
100.0
84.6
90
75.8
72.9
80
70
56.4
54.1
53.4
Vendors (%)
60 50.0
50 47.8
41.0
34.8
34.4
33.3
40
30.8
29.9
29.7
23.7
30
21.0
12.8
20
10
4.2
3.2
0.0
0
M-1 M-3 M-5 M-2 M-8 M-7 M-6 M-4
3.9. Commodity types currently sold by the vendors in sampled wet-markets

Upon inquiring the commodity types currently sold by the sample vendors, some inclusion
and exclusion of food items were noticed when compared with Table-9. For instance, in
Peshawar, because of change in weather (i.e. due to winter season) some poultry meat
vendors also added eggs in the business. No sample respondent found adding commodities
like grains/ cereals, pulses/legumes, packed foods and roots & tubers into their existing
businesses (Table-22).
Table 22: Commodity currently sold by sampled vendors in both cities

Rawalpindi Peshawar
Commodity types Overall χ2 Value
Markets Markets
currently sold (N=160) (Sig. Level)
(N=80) (N=80)
0.055
Poultry meat (%) 12.50 13.75 13.13
(0.815)
0.000
Bovine meat (%) 25.00 25.00 25.00
(1.000)
0.000
Fish (%) 12.50 12.50 12.50
(1.000)
0.000
Dairy (%) 12.50 12.50 12.50
(1.000)
0.055
Eggs (%) 13.75 12.50 13.13
(0.815)
0.000
Vegetables (%) 12.50 12.50 12.50
(1.000)
27-55
0.000
Fruits (%) 12.50 12.50 12.50
(1.000)
-
Grains/cereals (%) 0.00 0.00 0.00
(-)
-
Pulses/legumes (%) 0.00 0.00 0.00
(-)
-
Packed foods (%) 0.00 0.00 0.00
(-)
-
Roots and tubers (%) 0.00 0.00 0.00
(-)
-
Any other (%) 0.00 0.00 0.00
(-)
3.10. Change in the business position compared to 6 months before
While inquiring about any change in the food group made by the sample vendors during past
6 months in view of COVID-19 in two cities, only 10% of small proportion of vendors reported
(11.25% in Rawalpindi and 8.75% in Peshawar) that they have made some changes in the
food item they are dealing during the past 6 months. This implies that 90% of the sample
vendors have made no change in the fresh food items they were dealing --- making inter-city
differences statistically non-significant (Table-23).
Table 23: Any change in food groups compared to past 6 months made by sampled vendors
Change in food group
(N=80) (N=80) (N=160)
Yes (%) 11.25 (9) 8.75 (7) 10.00 (16)
NO (%) 88.75 (71) 91.25 (73) 90.00 (144)
Total (%) 100.00 (80) 100.00 (80) 100.00 (160)
Further probing from 10% sample respondents who made some changes in the food groups
they were dealing has revealed that they have made changes in good groups like fish
followed by fruits, poultry meat, eggs and vegetables (Table-24).
Table 24: Change in food item made compared to past 6 months by sampled vendors
Change made in the Rawalpindi Markets Peshawar Markets Overall
food group (N=80) (N=80) (N=160)
Poultry meat (%) 2.50 1.25 1.88
Bovine meat (%) 0.00 0.00 0.00
Fish (%) 5.00 2.50 3.75
Dairy (%) 0.00 0.00 0.00
Eggs (%) 2.50 0.00 1.25
Vegetables (%) 0.00 1.25 0.63
Fruits (%) 1.25 3.75 2.50
No change 88.75 91.25 90.00
Taking the matter further, upon inquiring about the nature of change incorporated, i.e.
increasing or decreasing the sale of certain commodities when compared with now and 6
months before in Rawalpindi and Peshawar cities, the commodities position came out as
28-55
expansion in the sales of fish followed by fruits, poultry meat and eggs in Rawalpindi vis-à-
vis expansion of fish, fruits and vegetables in Peshawar. Surprisingly, a decline in demand of
fruits, poultry meat and vegetables was also reported by our vendors in Peshawar city only.
For remaining food items the position remained unchanged (Table-25 & Figure-11).
Table 25: Changes among food groups made by sampled vendors in both cities
Food groups changed (N=9) (N=7) (N=16)
Increased Decreased Increased Decreased Increased Decreased
Fish meat (%) 44.44 0.00 28.57 0.00 37.50 0.00
Fruits (%) 11.11 0.00 28.57 14.29 18.75 6.25
Poultry meat (%) 22.22 0.00 0.00 14.29 12.50 6.25
Eggs (%) 22.22 0.00 0.00 0.00 12.50 0.00
Vegetables (%) 0.00 0.00 14.29 0.00 6.25 0.00
Bovine meat (%) 0.00 0.00 0.00 14.29 0.00 6.25
Dairy (%) 0.00 0.00 0.00 0.00 0.00 0.00
Grains/cereals (%) 0.00 0.00 0.00 0.00 0.00 0.00
Pulses/legumes(%) 0.00 0.00 0.00 0.00 0.00 0.00
Roots & tubers (%) 0.00 0.00 0.00 0.00 0.00 0.00
Packed foods (%) 0.00 0.00 0.00 0.00 0.00 0.00
Tinned foods (%) 0.00 0.00 0.00 0.00 0.00 0.00
Readymade food (%) 0.00 0.00 0.00 0.00 0.00 0.00
Introducing hygienic
0.00 0.00 0.00 0.00 0.00 0.00
items (%)
Any other (%) 0.00 0.00 0.00 0.00 0.00 0.00
Figure 11: Changes among food groups made by sampled vendors in both cities
100
90
80
70
Vendors (%)
60
44.4
50
37.5
40
28.6
28.6
30
22.2
22.2
18.8
14.3
14.3
14.3
14.3
20
12.5
12.5
11.1
6.3
6.3
6.3
6.3
10
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0
Incr.-Rwp Decr.-Rwp Incr.-Pesh. Decr.-Pesh Incr.-Overall Decr.-Overall
Fish Fruits Poultry Eggs Vegetables Bovine meat Dairy
29-55
3.11. Causes of change in the business compared to 6 months before

Upon seeking the causes of changes (increase in some commodities and decrease in
others) in the sale of various food groups, it revealed that the underlying reasons were
mainly seasonal change (i.e. change in weather from summer to winter) followed by
increased demand for certain commodities and decrease in demand for some commodities
(Table-26).
Table 26: Causes of change in food group-based distribution of sample vendors in both cities
Rawalpindi Peshawar
Causes of changes in Overall χ2 Value
Markets Markets
food groups (N=16) (Sig. Level)
(N=9) (N=7)
0.085
Seasonal change (%) 77.78 71.43 75.00
(0.771)
2.872
Increased demand (%) 33.33 0.00 18.75
(0.090)
2.939
Decreased demand (%) 0.00 28.57 12.50
(0.086)
-
Decreased supply (%) 0.00 0.00 0.00
(-)
-
Increased supply (%) 0.00 0.00 0.00
(-)
-
Any other (%) 0.00 0.00 0.00
(-)
Analyzing from the perspective of food groups, seasonal and decrease in demand were
reported for food groups, whereas seasonal and simultaneous increase & decrease in
demand for other food groups (i.e. animal based products) was revealed --- which is again
according to our a priori expectations (Table-27).
Table 27: Causes of change in food group-based distribution of sample vendors by food group
Fruit & Veg.
Causes of changes in Other Vendors Overall χ2 Value
Vendors
food groups (N=11) (N=16) (Sig. Level)
(N=5)
0.097
Seasonal change (%) 80.00 72.73 75.00
(0.755)
1.678
Increased demand (%) 0.00 27.27 18.75
(0.195)
0.374
Decreased demand (%) 20.00 9.09 12.50
(0.541)
-
Decreased supply (%) 0.00 0.00 0.00
(-)
-
Increased supply (%) 0.00 0.00 0.00
(-)
-
Any other (%) 0.00 0.00 0.00
(-)
Upon asking about whether there was any change in the number of customers coming for
the shopping now-a-days compared to 6 months before, almost all the sample vendor
respondents (99.38%) replied as YES (Table-28). This indicates that this must have affected
their business volume, which is quite natural and in accordance with our a priori
expectations.
30-55
Table 28: Change in number of customers compared to past 6 months by sampled vendors
in both cities
Change in customers’ Rawalpindi Markets Peshawar Markets Overall
numbers (N=80) (N=80) (N=160)
Yes (%) 98.75 (79) 100.00 (80) 99.38 (159)
NO or No change (%) 1.25 (1) 0.00 (0) 0.62 (1)
Do not know (%) - - -
Total (%) 100.00 (80) 100.00 (80) 100.00 (160)
When this matter was looked across our sample markets, it revealed that nearly 80%
respondents in both the markets reported that the number of customers visiting the wet-
markets was declined substantially. Overall, almost one-fifth (18.87%) respondents reported
about a slight decrease in the number of customers visiting their shops & stalls these days
compared to last 6 months. A negligibly small proportion of respondents reported substantial
to slight increase in the number of customers these days compared to last 6 months (Table-
29 & Figure-12).
in both cities
Rawalpindi Peshawar
Overall
Nature of change in customers’ numbers Markets Markets
(N=159)
(N=79) (N=80)
No. of customers increased substantially (%) 2.52 0.00 1.25
No. of customers increased slightly (%) 1.27 0.00 0.63
No. of customers decreased substantially (%) 79.75 78.75 79.25
No. of customers decreased slightly (%) 16.46 21.25 18.87
Any other/No change (%) - - -
Total (%) 100.00 100.00 100.00
Chi-Square Value = 3.527
Figure 12: Change in number of customers compared to past 6 months by sampled vendors
in both cities
100
79.8
79.3
78.8
80
60
Vendors (%)
40
21.3
18.9
16.5
20
2.5
1.3
1.3
0.6
0.0
0.0
0.0
0.0
0.0
0
Increased substantially Increased slightly Decreased substantially Decreased slightly No change
While inspecting the issue under consideration from the food groups perspectives, it was
found that the increase side puzzle was solved as our respondents from other food groups
31-55
(i.e. those dealing with animal based products) reported substantial and slight increase in the
number of customers visiting their shops or stalls. Linking this observation with seasonality
makes it quite understandable as in Pakistan; the consumption of food items like fish and
eggs slightly increases during winter than the summer season (Table-30 & Figure-13).
across food groups
Fruit & Veg. Other
Overall
Nature of change in customers’ numbers Vendors Vendors
(N=159)
(N=40) (N=119)
No. of customers increased substantially (%) 0.00 1.68 1.26
No. of customers increased slightly (%) 0.00 0.84 0.63
No. of customers decreased substantially (%) 80.00 78.99 79.25
No. of customers decreased slightly (%) 20.00 18.49 18.87
Any other/No change (%) - - -
Total (%) 100.00 100.00 100.00
Figure 13: Change in number of customers compared to past 6 months across food groups
100
90
80.0
79.3
79.0
80
70
60
Vendors (%)
50
40
30
20.0
18.9
18.5
20
10
1.7
1.3
0.8
0.6
0.0
0.0
0.0
0.0
0.0
0
Increased substantially Increased slightly Decreased substantially Decreased slightly No change
3.12. Measures taken to correct business position to the level before COVID-19
As a sharp reduction in the number of customers visiting the market has taken place due to
lockdowns/smart-lockdowns and other measures taken & publicized in the medias, in its
follow-up, the respondent vendors were asked about whether during past 6 months, they
have adopted/introduced any market strategy to restore/increase the number of customers
and/or the amount of sales 40% have replied affirmatively in both the cities (Table-31). It
clearly indicates a notably high proportion of sample respondents were worried about the
major shock to their business taken place due to sudden spread to COVID-19 pandemic in
Pakistan.
32-55
Table 31: Any market strategy used by vendors to restore # of customers in both cities
Any strategy introduced to
increase customers’
(N=80) (N=80) (N=160)
number
Yes (%) 40.00 (32) 40.00 (32) 40.00 (32)
NO (%) 60.00 (48) 60.00 (48) 60.00 (96)
Any other/No response (%) - - -
Total (%) 100.00 (80) 100.00 (80) 100.00 (160)
Upon requesting for delineating the market strategies, a feedback on 5 strategies was
categorically explored. These were creating awareness through various networks/media/
means, providing discounts on the sale amounts, provision of sales on credit, provision of
some additional services and mobilizing the circles of friends/family/other networks to attract
the customers. Among these the most reported strategies in decreasing order were:
i) providing discounts on the sold amounts; followed by,
ii) provision of sales on credit; and,
iii) using advertisement through various networks/media/other means. The inter-city

differences on the strategy of introducing selling on credit basis was highly significantly as
this strategy was relatively much more adopted by our sample vendors in Peshawar market
than the vendors of Rawalpindi city. For other two strategies, the inter-city differences were
non-significant statistically. It is also worth mentioning here that no feedback was received
for the strategies on:
i) provision of some additional services; and,
ii) mobilizing the circles of friends/family/other networks to attract the customers.
Perhaps these two strategies were unfeasible because the relationship between shopkeeper
and the customers was not of any duration bases like between the suppliers and the vendors
or other backward linking segments of the food supply/value chains (Table-32 & Figure-14).
Table 32: Feedback on market strategies for restoring customers’ by sampled vendors in
both cities
Rawalpindi Peshawar
Overall χ2 Value
Feedback on the strategies introduced Markets Markets
(N=64) (Sig. Level)
(N=32) (N=32)
S-2: Provision of discounts on sales 1.444
93.75 84.38 89.06
amounts (% Yes) (0.230)
S-3: Provision of sales on credit (% Yes) 9.692
9.38 43.75 26.56
(0.002)
S-1: Advertisement (leaflets, Radio, TV, 0.869
25.00 15.63 20.31
Social Media) (% Yes) (0.351)
S-4: Provision of additional services (% -
0.00 0.00 0.00
Yes) (-)
S-5: Use of friends/family/other networks -
0.00 0.00 0.00
for advertisement to increase sales(% Yes) (-)
33-55
S-6: Any other (% Yes) -

0.00 0.00 0.00
(-)
Figure 14: Feedback on market strategies adopted for restoring customers’ number in both
cities
93.8
89.1
100
84.4
80
60
43.8
Vendors (%)
40
26.6
25.0
20.3
15.6
20
9.4
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0
S-2 S-3 S-1 S-4 S-5 S-6
Turning to examining the matter under consideration between two major food groups in both
cities, the order of their strategy was: i) providing discounts on the sold amounts; followed
by, ii) provision of sales on credit; and, iii) using advertisement through various
networks/media/ other means. The inter-food group differences for all these three strategies
were also statistically non-significant, inferring very narrow differences across both the
groups (Table-33 & Figure-15).
Table 33: Feedback on market Strategies for restoring customers’ number by food groups
Fruit & Veg. Other
Overall χ2 Value
Feedback on the strategies introduced Vendors Vendors
(N=64) (Sig. Level)
(N=20) (N=44)
S-2: Provision of discounts on sales 1.053
95.00 86.36 89.06
amounts (% Yes) (0.305)
S-3: Provision of sales on credit (% Yes) 0.642
20.00 29.55 26.56
(0.423)
S-1: Advertisement (leaflets, Radio, TV, 0.507
15.00 22.73 20.31
Social Media) (% Yes) (0.476)
S-4: Provision of additional services (% -
0.00 0.00 0.00
Yes) (-)
S-5: Use of friends/family/other networks
-
for advertisement to increase 0.00 0.00 0.00
(-)
sales(%Yes)
S-6: Any other (% Yes) -
0.00 0.00 0.00
(-)
34-55
Figure 15: Feedback on market strategies adopted for restoring customers’ number across
food groups
95.0
100
89.1
86.4
90
80
70
Vendors (%)
60
50
40
29.6
26.6
22.7
30
20.3
20.0
15.0
20
10
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0
S-2 S-3 S-1 S-4 S-5 S-6
3.13. Marketing strategies of suppliers compared to 6 months before

The suppliers’ side of the marketing chain was left un-explored so far. This aspect was also
investigated by questioning whether our sample vendor respondents have noticed any
change from their commodity or product suppliers’ side, the answer was affirmative from
nearly 60% respondents, while remaining 40% have reported no change. In Rawalpindi city,
the YES-NO reply ratio was 50:50, while it was about 69:31 in Peshawar city. Therefore, the
inter-city differences were highly significant statistically (Table-34). This suggests that the
supplier in every city have changed their strategies as per the prevailing environment.
However, it is clear that a notably high proportion of suppliers have changed their product
supplying strategies.
Table 34: Any change on suppliers’ side noticed by sampled vendors in both cities
Any change on suppliers’ side
(N=80) (N=80) (N=160)
Yes (%) 50.00 (40) 31.25 (25) 40.62 (65)
NO (%) 50.00 (40) 68.75 (55) 59.38 (95)
Don’t know/No response (%) - - -
Total (%) 100.00 (80) 100.00 (80) 100.00 (160)
Upon requesting for delineating the natures of changes in the strategies, a feedback on 11
possible strategies was categorically explored. Among these, the four most-reported
strategies in decreasing order were:
i) suppliers have increased prices; followed by,
ii) vendors relying on less number of suppliers;
35-55
iii) suppliers have changed their credit-selling policy; and,
iv) sample vendors started relying on more number of suppliers.
The inter-city differences on the changed strategies were statically significantly of various
levels except the strategy on vendors started relying on less number of suppliers.
Considering the least-reported strategies side in decreasing order, it was like:
i) suppliers have changed their supplied quantities in response to the signals of changed
demands (in order to adjust themselves accordingly); followed by,
ii) the suppliers have stopped delivering the consignments;
iii) delays (due to various reasons) in deliveries of consignments from the suppliers; and,
iv) suppliers have changed their modes of delivery (Figure-16).
The inter-city differences on the changed strategies were statically significantly of various
levels except the strategy on delays in deliveries of consignments from the suppliers (Table-
35).
Table 35: Change types on suppliers’ side noticed by sampled vendors in both cities
Rawalpindi Peshawar
Types of changes on the suppliers’ Overall χ2 Value
Markets Markets
side (N=65) (Sig. Level)
(N=40) (N=25)
C-4: Suppliers have increased the 16.356
67.50 16.00 47.69
prices (% Yes) (0.000)
C-2: Vendors relying on less 0.350
47.50 40.00 44.62
suppliers (% Yes) (0.554)
C-10: Suppliers have changed the 2.808
30.00 12.00 23.08
credit policy (% Yes) (0.094)
C-1: Vendors relying on more 3.302
20.00 4.0 13.85
C-5: Suppliers have decreased the 0.513
10.00 16.00 12.31
C-3: Vendors have changed the 0.372
7.50 12.00 9.23
C-8: Suppliers have changed their 6.820
supplies in response to changed 0.00 16.00 6.15 (0.009)
demand (% Yes)
C-7: Suppliers have stopped 5.032
0.00 12.00 4.62
delivering the consignments (% Yes) (0.025)
C-6: Delay in deliveries of 0.116
2.50 4.00 3.08
consignments from suppliers (% Yes) (0.733)
0.00 8.00 3.08
mode of delivery (% Yes) (0.069)
-
C-11: Any other (% Yes) - - -
(-)
36-55
Figure 16: Change types on suppliers’ side noticed by sampled vendors in both cities
100
90
80 67.5
70
Vendors (%)
60
47.7
47.5
50 44.6
40.0
40 30.0
30 23.1
20.0
16.0
16.0
16.0
13.9
20
12.3
12.0
12.0
12.0
10.0
9.2
8.0
7.5
6.2
10
4.6
4.0
4.0
3.1
3.1
2.5
0.0
0.0
0.0
0.0
0.0
0.0
0
C-4 C-2 C-10 C-1 C-5 C-3 C-8 C-7 C-6 C-9 C-11
Turning to investigation coin to inter-food-groups comparison to collective data from both

cities, the order of the four most-reported strategies was like:
i) suppliers have increased prices; followed by,
ii) vendors relying on less number of suppliers;
iii) suppliers have changed their credit policy; and,
iv) vendors have started relying on more number of suppliers.
The inter-food group differences on the all the four changed strategies were statically non-
significant, signaling about more uniform strategies followed by the suppliers of both food
groups. Turning to the four least-reported strategies side, the received response was like:
i) suppliers have changed their supplied quantities in response to the signals of changed
demands (in order to adjust themselves accordingly); followed by,
ii) the suppliers have stopped delivering the consignments;
iii) delays in deliveries of consignments from the suppliers; and,
iv) suppliers have changed their modes of delivery (Figure-17).
The inter-food group differences on the all four changed strategies was statically non-
significant signaling about more uniform strategies followed by the suppliers of both food
groups (Table-36).
Table 36: Change types on suppliers’ side noticed by sampled vendors by food groups
Fruit & Veg. Other
Types of changes on the suppliers’ Overall χ2 Value
Vendors Vendors
side (N=65) (Sig. Level)
(N=17) (N=48)
C-4: Suppliers have increased the 0.004
47.06 47.92 47.69
37-55
C-2: Vendors relying on less 0.056

47.06 43.75 44.62
35.29 18.75 23.08
credit policy (% Yes) (0.164)
C-1: Vendors relying on more 1.810
23.53 10.42 13.85
C-5: Suppliers have decreased the 0.006
11.76 12.50 12.31
C-3: Vendors have changed the 0.308
5.88 10.42 9.23
C-8: Suppliers have changed their 0.003
supplies in response to changed 5.88 6.25 6.15 (0.957)
demand (% Yes)
C-7: Suppliers have stopped 1.114
delivering the consignments (% 0.00 6.25 4.62 (0.291)
Yes)
C-6: Delay in deliveries of 0.608
consignments from suppliers (% 5.88 2.08 3.08 (0.436)
Yes)
5.88 2.08 3.08
mode of delivery (% Yes) (0.436)
-
C-11: Any other (% Yes) - - -
(-)
Figure 17: Change types on suppliers’ side noticed by sampled vendors by food groups
100
90
80
70
Vendors (%)
60
47.9
47.7
47.1
47.1
44.6
43.8
50
35.3
40
23.5
23.1
30
18.8
13.9
20
12.5
12.3
11.8
10.4
10.4
9.2
6.3
6.3
6.2
5.9
5.9
5.9
5.9
10
4.6
3.1
3.1
2.1
2.1
0.0
0.0
0.0
0.0
0
C-4 C-2 C-10 C-1 C-5 C-3 C-8 C-7 C-6 C-9 C-11
38-55
4. Conclusions and Recommendations

The above described results attempted to provide an update on how our wet-food markets
complied WHO guided SOPs against COVID-19, implementation related issues, and the
impacts on sampled vendors’ businesses in Rawalpindi and Peshawar cities. In the following
paragraphs, the salient findings are reiterated:
o Majority of the sampled vendors were 25 to 50 years old males, mainly Punjabi speaking
in Rawalpindi and Pushto speaking in Peshawar markets. Nearly three-fourth of sample
vending shops/stalls were owner-operated, about 70% vendors had ≥3 years’ experience
in food retailing business. All the sampled vendors answered our questions and quarries
after due comprehension.
o The most-known and practiced under COVID-19 SOPs were:
a) mandatory wearing of face masks by the vendors during the business hours;
b) mandatory wearing of face masks by the customers while shopping;
c) practicing social distancing of 6 feet as mandatory during business hours;
d) regulating the number of consumers in the market to avoid undue congestion; and,
e) regular information sharing in the market about the latest status of COVID-19 spread
and its preventive measures.
o When compared with past 6 months, 90% of the sampled vendors did not changed the
food items they were dealing with. The remaining 10% made some changes in view of
changing weather/seasonality, sudden increase in demand for some items vis-à-vis
other.
o COVID-19 pandemic has significantly reduced the number of customers visiting the
markets, thus directly affecting our sampled vendors’ daily livelihoods. To tackle the
situation, our sampled vendors adopted various strategies like offering discounts on
sales, selling on credit and publicizing through various networks/media/friends’
circles/networks.
o COVID-19 pandemic has seriously disturbed the food demand-supply balance both from
the consumers and producers’ sides, mainly attributed to lockdowns-created
interruptions in inputs-outputs marketing, logistics and communication systems on
domestic and international trading fronts. Onwards, this has not only created supply
uncertainties as well as problems of various nature for the suppliers feeding various
fresh food items to the city wholesale markets, retailers/vendors. The changes from
suppliers’ side reported were:
a) increase in prices by the suppliers;
b) vendors began relying on less number of suppliers while some opted inversely;
c) changes in credit-selling policy from the suppliers;
d) suppliers stopped timely delivering the consignments; and,
39-55
e) suppliers have changed their modes of delivery.
Recommendations
In view of above delineated brief findings, the following suggestions are hereby put forward:
o All possible measures should be taken for ensuring continued supply of fresh food items
from rural areas to urban consumers constituting more than 40% of our total population.
o As COVID-19 pandemic is not finished yet, therefore, it is imperative for all stakeholders
in the entire food chain to continue practicing SOPs related to personal hygiene and
environment cleanliness at every stage of supply chains, by taking them as mandatory.
o The provincial agricultural extension departments are suggested to educate farmers

about maintaining good hygienic conditions at their crop, livestock and dairy farms. This
is also necessary because the food produced by them shall not only eaten by urban
citizen only but by themselves also. Mandatory food safety and maintaining healthy
production environment is compulsory at all levels from production till consumption.
o At shops/stalls, ensuring continued practicing of following 6 measures in business

hours3:
a) proper hand hygiene --- washing with soap and water for at least 20 seconds;
b) frequent use of alcohol-based hand sanitizers;
c) maintaining good respiratory hygiene (covering mouth and nose during working hours,
proper disposal of wastes & tissues and washing hands afterwards);
d) frequent cleaning/disinfection of work surfaces and touch points such as door handles,
shopping baskets, dust bins, etc.;
e) avoiding close contacts with anyone showing symptoms of respiratory illness such as
coughing and sneezing;
f) providing mask to the no-mask-wearing customers either free of charge or at

wholesale prices (no profit basis). Moreover, for making & keeping the masks and
sanitizers cheaper for the general public, the VAT, duties on the material used in their
manufacturing and marketing should be reduced to zero.
o Continued using the services of electronic and print media for updating on the status of
COVID-19 to the urban citizens so that all the stakeholders of the food chain remain
cautious and try to practices various SOPs in their true letters and spirit.
o The city municipal administration, local market committees, offices District Food
Authorities are suggested to join hands for ensuring successful implementation of WHO
3
Despite regular cleaning/washing of shop/stalls, periodic sanitization should also be practiced. This
is necessary because of two reasons: i) the customers are now more aware than ever before about
the importance of cleanliness and sensitive to general hygienic conditions; ii) practicing various
SOPs proven useful as per our results now need to be made an integral part of fresh foods retailing
business procedures, otherwise it shall lead to seriously affecting their sales.
40-55
guided SOPs against COVID-19 (particularly environment cleanliness of market place)

without creating any harassment (e.g. police raids) for supplier and the vendors. Various
demons and trainings may also be offered to the stakeholders on food hygiene
principles.
o Any staff member feeling some illness should not come to work and must seek medical
treatment. However, if some worker becomes unwell at work place with typical
symptoms of COVID-19, he should be immediately removed from there for self-
quarantine.
o In the national and provincial vaccination programs, the stakeholders in health

departments and fresh foods supply chains should be given priority. Moreover, the
workers in the fresh foods supply chains should be vaccinated on highly subsidized
prices as most of them are daily wage earners and therefore, belong to very poor section
of the society.
In conclusion, the key rapid need assessments for keeping food markets working
uninterruptedly originated from the present study during COVID-19 (and even afterwards)
are:
a) making use of face masks as obligatory in all public places especially in wet-markets;
b) zero value added taxes (VAT), duties on the material used in manufacturing of masks
and sanitizers and their marketing;
c) mobilizing local market committees and traders, vendors & laborers association to join
hands in maintaining environment cleanliness of market place for ensuring safe disposal
of wastes on a regular basis. Principles; and,
d) publicizing in media campaign that “customers should avoid shopping at unhygienic

shops” as our religion also talks like “cleanliness is half faith”. This will also help forcing
vendors and other stakeholders to practice cleanliness for achieving gross cleanliness.
41-55
5. References
(1) K. Chen, A.W. Shepherd, C. da Silva. Changes in Food Retailing in Asia: Implications of
Supermarket Procurement Practices for Farmers and Traditional Marketing Systems.
Agricultural Management, Marketing and Finance Occasional Paper No. 8, Agricultural
Management, Marketing and Finance Service, FAO Agricultural Support Systems Division,
Food and Agriculture Organization of the United Nations, Rome, Italy, (2005).
(2) S.D. Chowdhury, A. Oommen. Epidemiology of COVID-19. Journal of Digestive
Endoscopy. 11(1) (2020): 3-7.
(3) FAO-WHO. COVID-19 and Food Safety: Guidance for Food Businesses, Interim
Guidance, 7th April 2020 (2020).
(4) Anonymous. WHO Expert Believes Wuhan Wet Market Played Role in COVID Outbreak.
VOA News, May 8th. [https://www.voanews.com/covid-19-pandemic/who-expert-believes-
wuhan-wet-market-played-role-covid-outbreak] (2020).
(5) N. Seymour, M. Yavelak, C. Christian, B. Chapman. Is Coronavirus a Concern on Fresh
Produce?” EDIS 2020 (March, 2020). https://journals.flvc.org/edis/article/view/ 121334.
(6) World Health Organization (WHO). A Guide to Healthy Food Markets. (2006).
[https://www.who.int/foodsafety/ publications/capacity/healthymarket_guide.pdf]
(7) Punjab Animals Slaughter Control Act, No. 3 of 1963, https://perma.cc/XX32-AFCS.
(8) Punjab Food Authority Act, No. 16 of 2011, https://perma.cc/7RDQ-VPPK.
(9) Guidelines, Gov’t of Pakistan, https://perma.cc/3DRA-P5RK;
(10) Government of Pakistan, Guidelines for Eid ul Adha for Prevention of Corona Virus (July
12, 2020), https://perma.cc/42JF-KG6Z.
(11) M. Maliszewska, Mattoo, A., D. Van Der Mensbrugghe. The Potential Impact of COVID-
19 on GDP and Trade: A Preliminary Assessment. Policy Research Working Paper, No.
9211; The World Bank: Washington, DC, USA, (2020).
(12) FAO. Mitigating Risks to Food Systems during COVID-19: Reducing Food Loss and
Waste; FAO: Rome, Italy (2020).
(13) HLPE. Interim Issues Paper on the Impact of COVID-19 on Food Security and Nutrition
(FSN) by the High-Level Panel of Experts on Food Security and nutrition (HLPE); FAO:
Rome, Italy, (2020).
(14) F. Boons, A. Browne, M. Burgess, U. Ehgartner, S. Hirth, M. Hodson, H. Holmes, C.
Hoolohan, S. MacGregor, A. McMeekin, J. Mylan, F. Oncini, M. Paterson, M.B. Rödl, M.
Sharmina, A. Warde, D. Welch, H. Wieser, L. Yates, C. Ye. Covid-19, Changing Social
Practices and the Transition to Sustainable Production and Consumption; Version 1.0 (May
2020); Sustainable Consumption Institute: Manchester, UK (2020).
(15) T.G. Benton, COVID-19 and Disruptions to Food Systems. Agriculture and Human
Values, 37 (2020): 577–578. [CrossRef] [PubMed].
(16) OECD. COVID-19 and the Food and Agriculture Sector: Issues and Policy Responses;
OECD: Paris, France (2020).
(17) M. Power, B. Doherty, K. Pybus, K. Pickett. How COVID-19 has Exposed Inequalities in
the UK Food System: The Case of UK Food and Poverty. Emerald Open Research, 2
(2020): 11.
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(18) J.A.L. Cranfield, Framing Consumer Food Demand Responses in a Viral Pandemic.
Canadian Journal of Agricultural Economics, 68 (2020): 151–156.
(19) United Nations. Policy Brief: The Impact of COVID-19 on Food Security and Nutrition;
United Nations: New York, NY, USA (2020).
(20) M.D. LeCompte, J.I. Schensul, J.1. Analyzing and interpreting ethnographic data.
Walnut Creek, CA: AltaMira Press (1999).
(21) M.Q. Patton, How to use qualitative methods in evaluation. London: Sage (1987).
43-55
44-55
Annex I:
Vendors Survey Questionnaire
45-55
VENDOR SURVEY
Introduction: This questionnaire is aimed at conducting food seller/vendor-based assessment

to determine their perspectives about keeping food markets working in the city during COVID-
19 – with an emphasis on urban “wet” markets. The primary respondent will be retailers of key
food commodities operating in the selected market settings.
SURVEY DETAILS
1. Enumerator, to read out this survey, complete answers and to record general
and survey location information
2. Important: For multiple choice questions, DO NOT READ the answers out
loud (unless stated otherwise), but use them to record the answer. Use “Other” to
transcribe any answers not already included as selection options.
SECTION 1: SURVEY DATA AND LOCATION

surveyor_ID Surveyor ID |_|_|_|_|
[1] City 1
city City [2] City 2
[1] Market setting name #1
Survey site Survey site/market in the city
etc. [to be adjusted to each city
setting and decision on how
many markets to include in the
survey]
Read the following paragraph to the respondent in the language that s/he understands best, and ask if
s/he agrees to participate.
Dear participant,
On behalf of the Global Alliance for Improved Nutrition, we would like to ask for your
consent to participate in a survey which aims to find out more about vendor views,
practices and experience in markets, like this one, in [city name] during the COVID 19
pandemic.
Permission for this survey has been granted by the county government.
Your participation in this research is voluntary. If you do not want to participate or would
like to withdraw later on, there will be no negative consequences for you. By agreeing to
participate in the survey you confirm that you are above 18 years of age.
The information provided by you is confidential. No personally identifying information will
be collected. Information collected will be stored on a secure, password-protected server
and used by GAIN and partners for the purpose of tracking impacts of COVID19 on local
markets. Only all aggregate, anonymous results will be reported. These results may be
shared through briefings, blogs, and other publications, including for advocacy and
research purposes. Do you agree to participate?
[1] Yes
consent Do you agree to participate?
[0] No
46-55
SECTION 2: SURVEY QUESTIONS

[1] Female
q1 What is the vendor’s gender?
[2] Male
[1] 18 – 24
[2] 25 - 30
[3] 31 - 40
q2 What is the vendor’s age group? [4] 41 – 50
[5] 51 – 65
[6] 66 – 75
[7] above 75
[1] Punjabi
How would you define your
[2] Pathan
ethnicity? [3] Sindhi
q3 [4] Baloch
To be adjusted in the country [77] Others (Please specify) |………type verbatim………………
context [88] Prefer not to say
[Do not read out loud]
[1] Owns business/self-employed
Do you own the business you [2] Employed by family member
are operating in or are you [3] Employed by external person/company
q4 [4] Helping
employed or helping someone
else by working here? [77] Others (Please specify) |………type
verbatim………………
[1] <1 year
For how long in total have
[2] 1-3 years
you been a market vendor, [3] 3-5 years
q5
that is, selling food in this [4] 5-10 years
city? [5] >10 years
[6] never
[1] Yes
We would like to ask you [0] No  END INTERVIEW -
about COVID19 impacts in If you end interview here please keep the data (and share
q6
the market setting. Do you with GAIN) as important information that a vendor doesn’t
know. However, this interview would then not
know about COVID19?
count as one of the 60-80 interviews we are aiming to
finalize
Have you observed any

changes, including COVID19
[1] Yes
q7 specific communications, in
[0] No SKIP to q9
the market to protect people
against COVID19 in the last 6
months?
[1] Set up hand washing or sanitizer stations
[2] Thorough cleaning of markets with disinfectant
[3] Mandate that all consumers wear masks/nose and mouth
[If yes], what is the market cover
doing to reduce the risk of [4] Mandate that all vendors wear masks/nose and mouth
q7.1 cover
COVID19 within the market
[5] Increased demand for cleanliness behaviours (wearing gloves
space? [Select all that apply] or washing hands more regularly) from vendors
[6] Providing regular communication within the market on how
COVID19 spreads and how to protect yourself
[7] Mandate distancing (6 feet/2meters distancing between
47-55
patrons)
[8] Regulate number of consumers in the markets
[9] Change market hours
[10] Tell sick people to stay home and not come to the market
[11] Deliver food to families with a sick person at home
[77] Other (Please specify) |…type verbatim…………………
cover
What changes have been most [4] Mandate that all vendors wear masks/nose and mouth
cover
useful for you in regard to [5] Increased demand for cleanliness behaviours (wearing gloves
reducing your individual risk of or washing hands more regularly) from vendors
q8 contracting COVID19? [6] Providing regular communication within the market on how
COVID19 spreads and how to protect yourself
[Select all that apply] [7] Mandate distancing (6 feet/2meters distancing between
patrons)
[77] Other (Please specify) |……type verbatim……………|
cover
[4] Mandate that all vendors wear masks/nose and mouth
cover
What else do you think the
market should be doing to [5] Increased demand for cleanliness behaviours (wearing gloves
or washing hands more regularly) from vendors
q9 reduce the risk of COVID19 in [6] Providing regular communication within the market on how
the market? COVID19 spreads and how to protect yourself
[7] Mandate distancing (6 feet/2meters distancing between
[Select all that apply] patrons)
[77] Other (Please specify) |………type verbatim……………
q10 As a vendor, have you taken [1] Yes
measures to reduce the risk of [0] No SKIP to q11
COVID19 for yourself, your
employees (if applicable) and
your customers in the last 6
months?
[1] Always wear a mask
q10.1 If yes, what measures have you
[2] Wear gloves
taken? [Select all that apply] [3] Increased cleaning of surfaces
[4] Offer mobile money options
[5] Remind customers to social distance as much as possible
[6] Modify opening hours
[7] Always use hand sanitizer
[8] Set up own hand washing station
[77] Others (Please specify) |……type verbatim……………
48-55
[1] Poultry
[2] Meat
[3] Fish
[4] Dairy
[5] Eggs
What types of food groups are [6] Vegetables
q11 you currently selling? [Select all [7] Fruits
[8] Grains
that apply]
[9] Legumes
[10] Packaged foods
[11] Roots and Tuber
[77] Others (Please specify) |…type verbatim………………
[88] Not applicable
Have you changed the type of [1] Yes
products or food groups you [0] No SKIP to q13
q12
sell under COVID19 in the last
[99] I don’t know
6 months?
q12.1 [If yes] what have you changed? ….[open text]
[1] Poultry increase

[2] Poultry decrease
[3] Meat increase
[4] Meat decrease
[5] Fish increase
[6] Fish decrease
[7] Dairy increase
[8] Dairy decrease
[9] Eggs increase
[10] Eggs decrease
[If yes] please explain which
[11] Vegetables increase
products or food groups you [12] Vegetables decrease
q12.2
have changed [Select all that [13] Fruits increase
apply] [14] Fruits decrease
[15] Grains increase
[16] Grains decrease
[17] Legumes increase
[18] Legumes decrease
[19] Packaged foods increase
[20] Packaged foods decrease
[21] Increase in tinned foods
[22] Increase in readymade foods
[23] Increase in hygienic items e.g. hand wash, mask, sanitizer
[77] Others (Please specify) |……type verbatim ………
[1] Seasonal change
[If yes] please explain why you [2] Decreased supply
[3] Increased supply
q12.3 have changed products or food [4] Decreased demand
groups [Select all that apply] [5] Increased demand
[77] Others (Please specify) |………type verbatim…………
Has the number of customers [1] Yes
on a typical or market day [0] No (it stayed the same) SKIP to q14
q13
changed due to COVID 19 in [99] I don’t know
the last 6 months?
49-55
[1] Number of customers increased substantially

[If yes], has it (the number of [2] Number of customers increased slightly
q13.1 customers) increased or [3] Number of customers decreased substantially
[4] Number of customers decreased slightly
decreased?
[77] Others (Please specify) |……type verbatim……………
q14 Have you used any marketing [1] Yes
strategies, such as advertisement, [0] No SKIP to q15
banners, flyer, or providing
discount etc. to increase the
number of customers, repeat
customers, or amount of sales
under COVID19 in the last 6
months?
[1] Used advertisement (leaflets, radio, TV, social media…)

q14.1
[2] Provided discount
[If yes], which marketing [3] Provided credit
[4] Provided additional services
strategies have you taken? [5] Asked close network/family to make advertisement for
[Select all that apply] the business
[77] Others (Please specify) |………type
verbatim………………
Was there a change in your [1] Yes
suppliers due to COVID 19 in [0] No SKIP q15.1/END INTERVIEW
q15 the last month (i.e. change in the
[99] I don’t know
usual number of suppliers or
switching to different suppliers)?
[1] Vendor relying on more suppliers

[2] Vendor relying on less suppliers
[3] Vendor changed suppliers
[4] Supplier increased prices
[If yes] what was the change in [5] Supplier decreased prices
q15.1 your suppliers? [select all that [6] Suppliers were delayed in delivering products
[7] Suppliers stopped delivering
apply]
[8] Supplier changed their supply due to changed demand
[9] Suppliers changed the mode of delivery
[10] Suppliers changed their credit policy
50-55
Annex II:
Characterization of Wet-Markets
51-55
Annexure 2a: Visual observations based characterization of wet-markets in Rawalpindi city

Market Name & Address Characteristics
Nawaz Sharif Park o Organized by Tehsil Municipal Administration (TMA), Rawalpindi as “Sahulat Bazar”.
Market, Murree Road Being on the main Murree Road, it facilitates low income employees/wage earners
buying fresh food items while returning home in the evening.
o Operate on daily basis from morning till sunset
o Relatively small market having 70-80 stalls
o Nearly 25 stalls of fruits and vegetables
o Only 2-3 stalls of beef and mutton
o Only 2 stalls of poultry meat
o Only 1 fish stall
o Around 200-250 customers can be seen all ties during business hours
o It addresses the customers of below average income class
Weekly Market, Aqsa o Organized by Tehsil Municipal Administration (TMA), Rawalpindi as “Sahulat Bazar”
Mosque Near Holy o Operate on Sunday from morning till sunset
Family o Big market having more than 600 stalls including nearly 100 cart vendors selling
fruit, vegetables and used cloths, etc.
o About 200 fruits and vegetables stalls & cart vendors
o Nearly 10 shops dealing beef, mutton and eatable offal
o Only 4-5 poultry meat shops/stalls
o Only 3-4 fish stalls (1-2 cart vendors adds to it during winter season)
o About 1000-1500 customers can be seen during business hours
o It addresses the customers of upper middle to low income classes
Committee Chock Market o Organized by Tehsil Municipal Administration (TMA), Rawalpindi as “Sahulat Bazar”
o Operates on two days per week (Friday and Sunday) from morning till sunset
o Medium sized market having about 500 stalls and cart/mobile vendors
o No beef, mutton and eatable offal shop
o It addresses the customers of middle to low income classes
Raja Bazar Market, near o Organized by Tehsil Municipal Administration (TMA), Rawalpindi
Fowara Chowk o Operate on daily basis from morning till late evening
o Big market having more than 1000 stalls
o About 100 fruits and vegetables stalls
o Only 7-8 shops dealing with beef, mutton and eatable offal
o Only 2-3 shops of poultry meat
o Only 3-4 shops selling fish
o About 1500-2000 customers can be seen during business hours, but most of them
come for shopping of other than fresh food items
o It addresses the customers of middle to low income class
Banni Market, Jamia o Organized by Tehsil Municipal Administration (TMA), Rawalpindi
Masjid Road, o Operate on daily basis from morning till late evening
o Small market having more than 400 stalls
o About 25-30 fruits and vegetables stalls
o About 25-30 shops dealing with beef, mutton and eatable offal
Weekly Market, Octroi # o Organized by Tehsil Municipal Administration (TMA), Rawalpindi
22, Tench Bhata o Operates only on Sunday from morning till sunset
o Small market having more than 150 stalls
o About 30-35 fruits and vegetables stalls
o Only 5-6 beef and mutton shops
o Only 4-5 poultry meat shops
Weekly Market Korang o Organized by Tehsil Municipal Administration (TMA), Rawalpindi as “Sahulat Bazar”
Town o Operates on two days per week (Friday and Sunday) from morning till sunset
o Medium sized market having about 400 stalls and mobile vendors
o Only 3-4 beef, mutton and eatable offal stalls
52-55
o About 1000-1200 customers can be seen during business hours on Friday, while
only 350-400 on Sunday
o It addresses the customers of all income classes
Bostan Khan Road o Organized by Tehsil Municipal Administration (TMA), Rawalpindi
Market o Operate on daily basis from morning till late evening
o Big market having more than 1000 shops and stalls. The fresh food items shops are
scattered at various places on the road
o About 100 fruits and vegetables stalls & cart/mobile cart vendors
o Only 5-6 beef, mutton and eatable offal stalls
o Only 3-4 fish shops (1-2 cart vendors adds to it during winter season)
Lalkurti Bazar, Lalkurti o Organized by Tehsil Municipal Administration (TMA), Rawalpindi
Road o Operate on daily basis from morning till sunset
o Small market having about 400 stalls
o 10-15 stalls of fruits and vegetables
o Only 2-3 shops dealing with beef and mutton
o It addresses the customers of middle to low income classes
People’s Works o Organized by Tehsil Municipal Administration (TMA), Rawalpindi. It is situated on
Department (PWD) Road both sides of a double road linking many colonies
Market o Operate on daily basis from morning till late evening
o Very big market having more than 2000 stalls
o About 20-25 fruits and vegetables shops + about 20-25 mobile fruits & vegetables
vendors come and stand along road side in the evening
o About 20-25 beef and mutton shops
o About 12-15 poultry meat shops
o About 5-7 fish shops + few mobile come and stand on road side in the evening
o It addresses the customers of all income classes, but the proportion of high income
class visiting this area is much larger than other markets of RWP.
Note: All the above description is based on what has been observed on the day these markets were visited
during the field work, plus the information shared by our respondents during the interviews. Figures mentioned
(e.g. total customers, total number of shops, etc.) are guessed on the spot and not actually counted, therefore,
may not be 100% accurate as it was not part of the study.
53-55
Annexure 2b: Visual observations based characterization of wet-markets in Peshawar city

Market Name & Address Characteristics
Itwar Bazar, Hayatabad o Jointly organized by Peshawar Development Authority & Water and Sanitation
Phase-II, Town-III Services Peshawar (WSSP)
o Operate on weekly basis from morning till sunset
o Big market having more than 1000 stalls
o >100 fruits and vegetables stalls
o 2-3 shops dealing with beef and mutton
o Only 2 shops of poultry meat
o 2-3 shops selling fish
o It addresses the customers of below average income class
Hafta Bazar, Siphon o Organized by Tehsil Municipal Administration (TMA) of Town-IV, Peshawar
Chowk, Kohat Road, o Operate on weekly basis (on Saturday) from morning till sunset
Town-IV o Small market having around 200 stalls
o 10-15 stalls dealing with fruits and vegetables
o 4-5 shops of poultry meat
o Only 2 shops selling fish
Jumerat Bazar, Bara o Organized by Tehsil Municipal Administration (TMA) of Town-IV, Peshawar
Market, Main Bara Road o Operate on weekly basis (on Thursday) from morning till sunset
Sarband, Town-III o Small market having around 100 food related stalls
o 25-30 stalls dealing with fruits and vegetables
o 5-6 shops of poultry meat
o No fish stall seen
Chargano Chowk Market, o Organized by Tehsil Municipal Administration (TMA) of Town-I, Peshawar
Near Bacha Khan Chowk, o Operate on daily basis from morning till sunset
Town-I o Big market having around 1000-1200 shops and stalls
o 4-5 fruits and vegetables shops + 40-50 cart vendors selling fruit & veget.
o 6-10 shops of beef and mutton + few vendors selling sacrificial purpose
sheep/goats
o 200 - 300 shops of poultry meat including few model chicken shops + also serve as
live birds wholesale market as daily auction also takes place at morning times
o Only 6-7 fish shops
o About 1000 customers can be seen all times during business hours
Nothia Phatak Market, o Organized by Tehsil Municipal Administration (TMA) of Town-II, Peshawar
Nothia Qadeem Town, o Operate on daily basis from morning till sunset
Town-II o Small market having around 30-50 shops and stalls
o 15-20 shops and stalls of fruits and vegetables
o 20-25 shops of beef and mutton
o 5-10 to poultry meat
Scheme Chowk Market, o Organized by Tehsil Municipal Administration (TMA) Town-IV, Peshawar
near PAF Base Badaber, o Operate on daily basis from morning till sunset
Town-IV o Small market having around 100 shops and stalls
o Only 8-10 shops of fruits and vegetables, about 30-40 hand cart vendors also sell
fruits and vegetables here
o 6-8 shops of beef and mutton
o It addresses the customers of middle income class
Thana Badaber Bazar, o Organized by Tehsil Municipal Administration (TMA) Town-IV, Peshawar
Town-IV o Operate on daily basis from morning till sunset
o Small market having around 100 shops and stalls
o Only 15-20 shops and stalls of fruits and vegetables
o Only 2 beef and mutton shops
54-55
o Only 4-5 poultry meat shops

o Only 1 fish shop
o About 200-300 customers can be seen all times during business hours
o It addresses the customers of low income class
Firdous Market, Jinnah o Organized by Tehsil Municipal Administration (TMA) Town-I, Peshawar
Park Main GT Road, o Operate on daily basis from morning till sunset
Town-I o Medium sized market having around 300-350 shops and stalls + fruits and
vegetable auction also takes place in the morning times
o 20-25 shops plus 50 cart vendors of fruits & vegetables
o Around 10-12 beef and mutton shops.
o Around 9-10 shops of poultry meat
o Only 3-4 fish shops + 8-10 vendors sell fish on mobile carts/wheel barrows
Faqir Abad-Hashtnaghri, o Organized by Tehsil Municipal Administration (TMA) Town-I, Peshawar
Government College, o Operate on daily basis from morning till sunset
Town-I o Big market having around 500-600 shops and stalls, of which nearly half are mobile
cart vendors
o 40-45 shops plus 80-10 cart vendors of fruits & vegetables
o Around 8-10 beef and mutton shops.
o Around 8-10 fish shops plus 8-10 cart vendors selling fish
o There are 4-5 milk shops here also
Mattani Bazar, Kohat o Organized by Tehsil Municipal Administration (TMA) Town-I, Peshawar
Road, Town-IV o Operate on daily basis from morning till sunset
Shirikira road o Medium sized market having 200-300 shops + 100 mobile cart vendors
o Only 15-20 fruits and vegetables shops and few cart vendors
o Only 5-6 beef and mutton shops.
o >1000 customers of surrounding villages visit market on daily basis
o It mainly addresses the customers of middle income class
Note: all the above description is based on what has been observed on the day these markets were visited
during the field work, plus the information shared by our respondents during the interviews. Figures mentioned
(e.g. total customers, total number of shops, etc.) are guessed on the spot and not actually counted, therefore,
may not be 100% accurate as it was not part of the study.
55-55

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Keeping Food Markets Working: ‘Rapid Needs Assessment’

ABBREVIATIONS AND ACRONYMS

Salient findings of the study in hand are:

b) mandatory wearing of face masks by the customers while shopping;

c) practicing social distancing of 2 meters or 6 feet as mandatory during business hours;

a) suppliers have increased prices;

b) vendors relying on less number of suppliers;

c) suppliers have changed their credit-selling policy;

d) sample vendors started relying on more number of suppliers;

e) stopped delivering the consignments; and,

f) suppliers have changed their modes of delivery.

Based on the above findings, various recommendations put forwarded are:

b) frequent use of alcohol-based hand sanitizers;

e) avoiding close contacts with anyone showing symptoms of respiratory illness;

f) providing mask to the no-mask-wearing customers either free of charge or at

iv) the provincial departments of agricultural extension need to be advised to educate

v) In the national and provincial vaccination programs, the stakeholders in health

1. BACKGROUND AND OBJECTIVES

2.2. Project Execution Sequence

Figure 1: Project Execution Sequence Phases

Data Rapid Need

2.2.1. Preparation and Initial Phase

2.2.2. Data Collection Phase

2.2.3. Questionnaire Design, Pilot-testing and Enumerators’ Training

Table 1: Data Collection Teams for sampled wet-markets in both cities

2.2.4. Development of KoBo Applications for Vendor Questionnaire

Table 2: Sample Size for Vendors’ Quantitative Interviews

Nothia Phatak Market, Nothia

31-12-2020 Murree Road

Nothia Phatak Market, Nothia Qadeem

2.2.5. Data Processing Treatments and Tabulation Plan

The following analytical procedures were applied:

problem under consideration, therefore, the cross-tabulation was consisted of estimations in

Lastly, while doing cross-tabulation of descriptive analysis, the respondents’ feedback on

3. RESULTS AND DISCUSSION

3.1. Characterization of sample wet-markets

3.2. Personal attributes of the vendors in the sample wet-markets

Table 4: Gender-based distribution of sampled vendors in both cities

Table 5: Age-based distribution of sampled vendors in both cities

Table 6: Ethnic-based distribution of sampled vendors in both cities

Table 7: Employment status of sampled vendors in both cities

3.3. Commodity types sold by the vendors in the sample wet-markets

Table 9: Commodities dealt by the sampled vendors in both cities

i) changes in the market hours2; followed by,

i) changing the market hours; followed by,

The inter-food-group differences for these measures were statistically non-significant

3.6. Measure proved successful in reducing the risk of COVID-19 spread

iv) practicing social distancing of 6 feet as mandatory during business hours.

iii) changing in the market/business hours; and,

M-5: Increased demand for cleanliness

iv) practicing social distancing of 6 feet as mandatory during business hours.

The inter-food-group differences were statistically non-significant except for mandatory

iii) changes in the market/business hours; and,

The inter-food-group differences for these measures were statistically non-significant

i) thorough cleaning of the market with disinfectant; followed by,

iv) changes in the market/business hours (Figure-7).

i) thorough cleaning of the market with disinfectants; followed by,

iv) changes in the market/business hours (Figure-8).

washing of hands by the vendors (%

Table 19: Sampled vendors measures taken by themselves in both cities

i) always/all times wearing the masks; followed by,

ii) observing increased cleanliness of the surfaces; and,

i) more frequent use of hand sanitizers; followed by,