بررسی اثرات عرضه فصلی و درجه‌بندی بر مشخصه‌های بازاریابی محصولات کشاورزی (مطالعه موردی مرکبات استان مازندران)

محورهای موضوعی : فصلنامه علمی -پژوهشی تحقیقات اقتصاد کشاورزی

مجید محمدی ¹ (گروه اقتصاد کشاورزی دانشگاه تهران)
حامد رفیعی ² (استادیار گروه اقتصاد کشاورزی دانشگاه تهران)

تاریخ دریافت : 1397/01/16 تاریخ پذیرش : 1399/02/26 تاریخ انتشار : 1399/05/01

کلید واژه: مازندران, مرکبات, درجه‌بندی, عرضه فصلی, بازاریابی کشاورزی,

چکیده مقاله :

مرکبات مانند سایر محصولات کشاورزی از ماهیت عرضه فصلی برخوردار بوده و این امر موجب نوسان زیاد در بازار این محصول شده است. لذا این مطالعه با تکمیل 255 پرسشنامه از بازار مرکبات در استان مازندران در سال 1394 و با استفاده از مشخصه‌های بازاریابی، وضعیت بازار درجات مختلف مرکبات استان مازندران را در دو مقطع زمانی بررسی کرده است.نتایج این مطالعه نشان داد که سهم تولیدکننده از قیمت نهایی محصول در بازار به طور میانگین در فصل برداشت 7/42 درصد است که سهم پایینی به نظر می‌رسد. اما در حالتی که تولیدکننده محصول خود را انبار کرده و پس از فصل برداشت به فروش برساند، سهم 6/41 درصدی از قیمت نهایی و در صورتی که محصول خود را در فصل برداشت و بدون انبارداری بفروشد سهمی 3/29 درصدی از قیمت محصول در پس از فصل برداشت خواهد داشت. همچنین با توجه به نتایج توصیه می‌شود که تولیدکنندگان در کنار انبارداری مرکبات خود، محصول را قبل از فروش درجه‌بندی کنند تا سود ناشی از درجه‌بندی نیز به ایشان تعلق گیرد.

چکیده انگلیسی:

this study with completing 255 questionnaires from consumers, manufacturers, wholesalers and retailers of citrus in Mazandaran province in year 1394 and using marketing characteristics, examined The market situation of varying degrees of citrus in the Mazandaran Province in two time periods of harvest and post-harvest season. The results of this study showed that the producer’s share of the final price of products in the market in harvest on average is 42.7 percent. While do not be high marketing costs by intermediaries, wholesalers and retailers in the market. But In the event that producer storage their product and sell in post-harvest to shares 41.6 percent and if that sell their product in harvest and without storage, will be 29.3 percent of the post-harvest season price. The results also showed that the final profit of producer for per kilogram of citrus to better grades is more and given the producer obtains more profit with grading production, It is recommended that producers alongside Storage their citrus, grade product pre-sale to reaches the profit of grading to them.

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