Market intermediaries, a traditional pillar of the agriculture business in Pakistan, are unusually unwelcomed so far from last few years. The trend change is just because of the establishment of wholesale and retail stores, who are now performing their role as mediator in market and are now leisurely and successfully replacing many traditional intermediaries. The newly introduced supply chain has not only supported the farmers to improve their profit margins but consumers are benefited as well in term of the lesser price of products. It is envisaged that the information consolidated and analyzed under this study will be helpful in identifying the impact of the different variables that influence the consumer's demand for kinnow (Orange) from wholesale store. It is further expected that, this book should serve as a useful text for the students of agricultural economics, policy makers, researchers and people who are directly or indirectly engaged in the production and marketing of kinnow.