بررسی عوامل مؤثر برحاشیه بازاریابی خربزه درشهرستان تایباد

محورهای موضوعی : 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)

تاریخ دریافت : 1397/03/13 تاریخ پذیرش : 1399/04/09 تاریخ انتشار : 1399/08/01

کلید واژه: " تایباد", "خربزه", "حاشیه بازار", "سود آوری",

چکیده مقاله :

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

چکیده انگلیسی:

That is why literature marketing of agricultural products, marketing is more important than production is emphasized. The aim of this study was to investigate marketing melon Taybad County and the factors affecting it. In order to achieve the objectives of the study, the melon market margins; factors affecting it, and the producers, wholesalers and retailers in the market was paying. Results have shown an average of 12% of the price the consumer pays, the cost of marketing. The average cost of total marketing margin melon 4715 (IRR) is. The marketing margin for the wholesale marketing margin was estimated. Also the results show that the producer's share of the total margin of 61.26 percent, respectively. Stake in retail sales of 9.8 percent and 87/28 percent.

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