بررسی مسائل بازاريابی محصول پسته (مطالعه موردی شهرستان سیرجان)
محورهای موضوعی : اقتصاد و بازاريابي
عباس پرور
1
(استادیار و عضو هیئت علمی دانشگاه آزاد اسلامی واحد جیرفت)
کلید واژه: بازاریابی, تولید, خرده فروش, عمده فروش, لاجیت,
چکیده مقاله :
پسته یکی از محصولات مهم صادراتی می باشد و ایران عمده ترین تولید کننده پسته در جهان و در بین استان های پسته خیز، استان کرمان مهم ترین استان تولید کننده پسته شناخته شده است. بدین لحاظ بررسی وضعیت بازاریابی پسته از اهمیت خاصی برخوردار می باشد. در این تحقیق ابتدا وضعیت بازاریابی پسته مورد بررسی قرار می گیرد و سپس با استفاده از مدل هاي حاشيه بازاريابي اقدام به بررسي حاشيه بازاريابي می شود و در نهايت از طريق مدل لاجیت عوامل موثر بر رفتار توليد كنندگان منطقه و نحوة انتخاب كانال فروش مشخص می شود. داده هاي مورد نياز از 90 نفر بهره بردار ،25 عمده فروش و 25 خرده فروش شهرستان سیرجان با تكميل پرسشنامه و به روش نمونه گيري تصادفي به دست آمد. نتايج تحقيق نشان مي دهد كه در منطقه خدمات بازاريابي مناسبي صورت نمي گيرد و اغلب درجه بندی سنتی و به وسیله کارگران انجام می گیرد. تنها محدودی از باغداران عمل درجه بندی را با غربال و ترمینال ضبط پسته انجام می دهند. طبق بررسي هاي به عمل آمده سه كانال مهم در شبكه توزيع پسته در منطقه وجود دارد که عبارتند از خریداران محلی، شرکت تعاونی پسته رفسنجان و شرکت تعاونی پسته سیرجان. همچنين مشخص شد كه هيچ يك از ارقام فوق از كارايي لازم برخوردار نيستند.
Pistachios are one of the most important export products and Iran is the largest producer of pistachios in the world and among the pistachio producing provinces, Kerman province is known as the most important pistachio producing province. In this sense, checking the marketing status of pistachios is of particular importance. In this research, the marketing situation of pistachios is first investigated, and then the marketing margin is investigated using the marketing margin models, and finally, the factors affecting the behavior of the producers in the region and how to choose the sales channel are determined through the logit model. The required data were obtained from 90 users, 25 wholesalers and 25 retailers of Sirjan city by completing a questionnaire and using random sampling method. The results of the research show that proper marketing services are not done in the region and traditional grading is often done by workers. Only a limited number of gardeners perform grading with a sieve and a pistachio terminal. According to the investigations, there are three important channels in the pistachio distribution network in the region, which are local buyers, Rafsanjan Pistachio Cooperative and Sirjan Pistachio Cooperative. It was also found that none of the above figures have the necessary efficiency.
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