Investigation of marketing issues of pistachio product (case study of Sirjan city)
Subject Areas :
1 - Department of Agriculture, Faculty Member of Jiroft Branch, Islamic Azad University, Jiroft, Iran
Keywords: marketing, production, retailer, wholesaler, logit ,
Abstract :
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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