تحلیل چالش‌های عمده بازاریابی تنباکو در سکونتگاه های روستایی استان خراسان رضوی(مطالعه موردی: دهستان بقمچ، شهرستان چناران)
محورهای موضوعی : مطالعات برنامه ریزی روستایی و عشایری
مریم قاسمی
1
,
سید رضا حسینی کهنوج
2
1 - استادیار گروه جغرافیا، دانشگاه فردوسی مشهد، مشهد، ایران
2 - دانشجوی دکتری جغرافیا و برنامه‌ریزی روستایی، دانشگاه فردوسی مشهد، مشهد، ایران
کلید واژه: بازاریابی, شهرستان چناران, استان خراسان رضوی, تنباکو, دهستان بقمچ,
چکیده مقاله :
از آنجا که بخش قابل توجهی از مشکلات بخش کشاورزی در مناطق روستایی به زنجیره ارزش و حلقه‌های انتهایی آن یعنی بازار محصولات کشاورزی مربوط می‌شود، پژوهش حاضر به شناسایی مهمترین چالش‌های بازاریابی تنباکو از دیدگاه تنباکوکاران می-پردازد. منطقه مورد مطالعه قطب تولید تنباکو در استان خراسان رضوی، یعنی دهستان بقمچ شهرستان چناران است. روش تحقیق توصیفی و جامعه آماری شامل 512 تنباکوکار است که به کمک فرمول کوکران 110 تنباکوکار به عنوان نمونه تعیین و پاسخگویان به صورت تصادفی انتخاب و در تکمیل پرسشنامه تحقیق مشارکت نمودند. در این تحقیق به کمک مطالعات گسترده اسنادی و مصاحبه با صاحبنظران و تنباکوکاران، 37 چالش اولیه شناسایی و در طیف لیکرت به کمک پرسشنامه سوال گردید. پایایی ابزار تحقیق با 703/0=α و روایی سازه ای آن با 79% واریانس در تحلیل عاملی تاییدی مورد تایید قرارگرفت. نتایج تحلیل عاملی اکتشافی نشان داد چالش‌های شناسایی‌شده ذیل 10 عامل اصلی با 86/81 درصد واریانس تبیین شده قرار گرفت. ضعف اطلاعات کشاورزان در زمینه بازاریابی محصول با 09/17، عملکرد ضعیف سازمان‌های متولی با 66/12 و ضعف ساختار سازمانی در قیمت گذاری محصول با 11/9 درصد واریانس به ترتیب سه چالش اساسی بازاریابی تنباکو می‌باشند. بررسی‌ها نشان می‌دهد ده چالش عمده شناسایی‌شده در بازاریابی تنباکو، موجب استثمار کشاورز در این نظام نامتعادل گردیده‌است، لذا با توجه به اینکه تنباکو از شرایط متفاوتی به لحاظ قانونی در بحث بازاریابی چه در داخل و چه در خارج از کشور برخوردار است، اتخاذ تدابیری مناسب جهت رفع چالش‌های ده گانه شناسایی شده در این مطالعه ضروری است.
As a significant part of the agricultural sector's problems are related to the value chain and its end rings, the market for agricultural products, the present study addresses the main challenges of tobacco marketing in Iran from the point of view of tobacco beetles. The study area is a tobacco production pole in Razavi Khorasan province, Baghche district, Chenaran province. The research method was descriptive and the statistical population consisted of 512 Tobacco Agents, which were selected by using the Cochran formula of 110 Tobacco Dogs and respondents were randomly selected and participated in the completion of the research questionnaire. In this research, 37 of the initial challenges were identified and questionnaire was used in the Likert spectrum through extensive literature studies and interviews with experts and tobacco workers. The reliability of the research tool was α = 0.703 and its validity was confirmed with 78.92% of the variance in the confirmatory factor analysis. The results of exploratory factor analysis showed that the identified challenges were as follows: the ten main factors with 81.86% of the variance explained. "The low awareness of farmers about tobacco marketing" with 17.09, "poor performance of trusted organizations" with 12.66 and "problems related to the price of tobacco and tobacco leaves" with 9/11 variance were three challenges, respectively The basic marketing of tobacco is. Studies show that ten major challenges identified in tobacco marketing have led to farmer exploitation in this unbalanced system, therefore, given that tobacco has a different legal context in marketing,
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