بررسی عوامل مؤثر برحاشیه بازاریابی خربزه درشهرستان تایباد

الموضوعات : فصلنامه علمی -پژوهشی تحقیقات اقتصاد کشاورزی

سید احمد محدث حسینی ¹ (بخش اقتصاد اجتماعی مرکز تحقیقات کشاورزی و منابع طبیعی خراسان رضوی)
نجم الدین منصوریان ² (مرکز تحقیقات کشاورزی استان خراسان)

تاريخ الإرسال : 19 الأحد , رمضان, 1439 تاريخ التأكيد : 08 الإثنين , ذو القعدة, 1441 تاريخ الإصدار : 05 الخميس , ربيع الأول, 1442

الکلمات المفتاحية: " تایباد", "خربزه", "حاشیه بازار", "سود آوری",

ملخص المقالة :

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

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