بررسی عوامل مؤثر برحاشیه بازاریابی خربزه درشهرستان تایباد

فصلنامه علمی -پژوهشی تحقیقات اقتصاد کشاورزی

مقاله 20، دوره 12، شماره 47، آبان 1399، صفحه 189-210   

نوع مقاله: مقاله پژوهشی

نویسندگان

سید احمد محدث حسینی^{* 1}؛ نجم الدین منصوریان²

¹بخش اقتصاد اجتماعی مرکز تحقیقات کشاورزی و منابع طبیعی خراسان رضوی

²مرکز تحقیقات کشاورزی استان خراسان

تاریخ دریافت: 13 خرداد 1397،  تاریخ بازنگری: 13 آذر 1397،  تاریخ پذیرش: 09 تیر 1399 

چکیده

به نظر بسیاری از کارشناسان موفقیت در افزایش تولید به میزان زیادی به وجود سازمان بازاررسانی و بازاریابی محصولات بستگی داشته و شناخت مسیر بازاررسانی و میزان کارایی آن ، به منظور اصلاح و دگرگون ساختن آن ضرورت دارد. در ادبیات بازاریابی محصولات کشاورزی، بازاریابی فعالیتی مهمتر از تولید محسوب می شود و بیشتر بر آن تاکید می شود. هدف این مطالعه بررسی بازاریابی خربزه شهرستان تایباد و عوامل موثر بر آن بوده است. در راستای نیل به اهداف مطالعه، به بررسی حاشیه های بازار خربزه؛ عوامل موثر بر آن و سهم تولید کننده، عمده فروشان و خرده فروشان در بازار پرداخت شد. نتایج نشان داده است به طور میانگین 12 درصد از قیمتی که مصرف کننده می پردازد، مربوط به هزینه‎های بازاریابی است. میانگین هزینه حاشیه کل بازاریابی خربزه 4715 (ریال) است. تابع حاشیه بازاریابی برای عمده فروشی حاشیه بازاریابی برآورد گردید. همچنین نتایج محاسبات نشان داده است که سهم تولیدکننده از حاشیه کل برابر با 61.26 درصد می‌باشد. سهم عمده فروش برابر با 9.8 درصد و سهم خرده فروشی 87/28 درصد می باشد

کلیدواژه‌ها

" تایباد"؛ "حاشیه بازار"؛ "سود آوری"؛ "خربزه"

عنوان مقاله [English]

The factors influencing marketing margin melon in the Taybad of KhorasanRazavi province

نویسندگان [English]

S.A. Mohaddes Hossieni¹؛ najmodian mansoriyan²

¹Khorassan Razavei Agricultural and Natural Resources Research and Education Center.

²Khorassan Razavei Agricultural and Natural Resources Research and Education Center.

چکیده [English]

That is why literature marketing of agricultural products, marketing is more important than production is emphasized. The aim of this study was to investigate marketing melon Taybad County and the factors affecting it. In order to achieve the objectives of the study, the melon market margins; factors affecting it, and the producers, wholesalers and retailers in the market was paying. Results have shown an average of 12% of the price the consumer pays, the cost of marketing. The average cost of total marketing margin melon 4715 (IRR) is. The marketing margin for the wholesale marketing margin was estimated. Also the results show that the producer's share of the total margin of 61.26 percent, respectively. Stake in retail sales of 9.8 percent and 87/28 percent.

کلیدواژه‌ها [English]

"margins market", " market", "melon"

مراجع

- Agricultural Jihad Ministry. (2016 a). Available on http://dbagri.maj.ir/cost/ostan/reo6_1.asp?p=170&Y=91. (In Persian)

- Ahmadi, M. (2014). Estimating and examining the effects of market power and price risk on the watermelon product marketing margin. Master Thesis. Ministry of Science, Research, and Technology - Sistan and Baluchestan University - Faculty of Economics. (In Persian)

- Amidi, A. (1999) Theory of Sampling and its Applications, Volume 1, Tehran: University Center. (In Persian)

- Asadzadeh, M. Moghaddasi, R. & Kazemnejad, M. (2010). Study of factors affecting the efficiency and margins of tomato marketing in Khuzestan province (Case study: Dezful and Shushtar counties). Agricultural Extension and Education Research, Fourth Year, No. 2.43-54 (In Persian)

- Ashrafi, M. Sadr al-Ashrafi, M. & Karbasi, A. (2005). Investigation of grape and raisin marketing margin in Iran. Quarterly Journal of Business Research, No. 2.213-237 (In Persian)

- Biravand, A. Khaledi, M. & Shaukat Fadai, M. (2014). Study of Pomegranate Marketing Routes in Lorestan Province Journal of Horticultural Sciences (Agricultural Sciences and Industries) Volume 28, Number 1. 18-24 (In Persian)

- Cutler, Philip Armstrong, Gray )2006(. Principles of Marketing, translated by Ali Parsian, Tehran Literature, fifth edition. (In Persian)

- Dehghanian, S. Victim, M. & Shahnoushi, N. (2002). Investigation of the process of production and marketing of apple products in Khorasan province. Research project of the Faculty of Agriculture, Ferdowsi University of Mashhad. (In Persian)

- Dimitri, C. Tegene, A. & Kaufman, P.R. (2003). U.S.Fresh Produce Markets: Marketing Channels, Trade Practices, and Retail Pricing Behavior. Available on http://agecon.lib.umn.edu.

- Door, A. C. & Grote, U. (2011) marketing chain analysis: a case study of the melon sector in Rio Grande do in Brazil. OrganizaçõesRurais&Agroindustriais, Lavras, v. 13, n. 3, p. 377-388, 2011

- Ehsan, A. Suleimanzadeh, Z. & Real, M. (2005). Dezful Citrus Marketing Review. Agricultural Economics and Development, Year 18, No. 72. 25-41 (In Persian)

- Esmaeili, A. Najafi, B. & Rahmati, D. (2009). Fish Marketing in Hormozgan Province. Agricultural Economics Research Journal / Volume 1 / Number 3 77-100 (In Persian)

- Fallahi, A. & Khalilian, P. (2005). Investigating the marketing and export of fruits and vegetables in Iran. University Jihad Scientific Reforms Base. Business Reviews, No. 28, 37-48(In Persian)

- Fallahi, I. & Mortazavi, S. A. (2008). Estimation of income, average cost and price of wheat produced in Marvdasht city Quarterly Journal of Program and Budget. 2008; 13 (2): 154-165 (In Persian)

- Fikfakr, H. (1391). Investigating the situation of red meat production and marketing in Sistan and Baluchestan province. Final report. Balochistan Agricultural and Natural Resources Research Center. (In Persian)

- Ghanbari Nikdel, A. (2014). Investigation and analysis of melon marketing routes in Garmsar city. Thesis of Payame Noor University (Ministry of Science, Research and Technology) - Payame Noor Center of Tehran - Agricultural Research Institute. M.Sc. (In Persian).

- Ghorbani, M. & Moayer Bomani, Q. (2005). Evaluation of Mashhad Lobster Marketing Network in Mashhad. Articles of the First National Conference on Cereals (In Persian)

- Kassali, R. Aremu, F. J. & Shittu, B. A. (2015). An Economic Analysis of Watermelon Marketing in Oyo State, Nigeria, PAT December, 2015; 11 (2): 43-52 ISSN: Issues in Developing Economies: The Case of Fresh Produce in Papua New Guinea Available on .http://agecon.lib.umn.edu.

- Kazemnejad, M. Jiran, A. Kiani Rad, A. Gilanpour, A. & Mostofi, S. (2004). The final project of marketing agricultural products. Tehran, Ministry of Jihad Agriculture, Deputy Minister of Planning and Economics, Agricultural Planning and Economics Research Institute. (In Persian)

 -Khorasan Razavi Agricultural Jihad Organization, (2016). Available on http:// http://koaj.ir/. (In Persian)

- Mansoorian, N. (2014). Final report of the research project to study saffron marketing in Iran Organization, Research, Training and Agricultural Promotion of Research and Training Center of Agriculture and Natural Resources of Khorasan Razavi Province. (In Persian)

- Martin, S. & Jagadish, A. (2006). Agricultural Marketing and Agribusiness Supply Chain Traub, L. N. and T. S. Jayne (2008), The effects of price deregulation on maize marketing margins in South Africa, Food Policy, 33: 224-236.

- Mehdipour, A. Sadr al-Ashrafi, M. & Karbasi, A. (1384). A Study of Potato Product Marketing in Iran Scientific-Research Journal, Agricultural Sciences, Eleventh Year, No. (3) 2005.121-131 (In Persian)

- Mondal, A.H, J.L. Kaul & Toor, M.S. (1992). An economic analysis of production and marketing of pineapple in Meghalaya State: A case study of East and West Garo Hills districts. Indian Journal of Agricultural Economics, v(47):447-448.(Abst).

- Raha, S.K. & Sultan, N. (1995). "Marketing of Flowers in Dhaka City, Bangladesh", Journal of Agricultural Economics, 18 (1),. 43-56.0794-5213.www.patnsukjournal.net/currentissue.

- Schaefer, R. L. & Menden Hall et al. August (2003). Sample Statistics, translated by Karim Mansourfar, Tehran:Ministry of Culture and Islamic Guidance. 213-237(In Persian)

- Stuart, A. (1974). Based on statistical sampling comments, translated by Firooz Azardegan, Tehran: Tehran University Press Institute (In Persian)

- Torabi, S. H. & Benevolence, T. (1390). Investigating Iran's position in melon production and world trade in the last ten years. The first national conference on the production and processing of Torbat Jam melon. (In Persian)

- Traub, L. N. & Jayne, T. S. (2008). the effects of price deregulation on maize marketing margins in South Africa, Food Policy, 33: 224-236

- Wollen, G. H. & turner, G. (1970). the cost of food marketing. J. Agri. Econ. 21:63-83

- Zarabi Darban, E. & Heshmat, M.H. (2000). Gift of Khorasan Melon Mashhad: Babakan, 2000 (In Persian)