بررسی عوامل مؤثر برحاشیه بازاریابی خربزه درشهرستان تایباد

نوع مقاله : مقاله پژوهشی

نویسندگان

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

2 مرکز تحقیقات کشاورزی استان خراسان

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


عنوان مقاله [English]

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

نویسندگان [English]

  • S.A. Mohaddes Hossieni 1
  • najmodian mansoriyan 2
1 Khorassan Razavei Agricultural and Natural Resources Research and Education Center.
2 Khorassan 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"
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