دراسة الهوامش والتكاليف وكفاءة الاداء التسويقي لمحاصيل الخضر والفواكه في سوق محافظة السليمانية

Data was collected from 84 vegetable and fruit retailers in Sulaimani Governorate in the summer of 2004. As a result the retail prices of 26 various types of vegetables and fruits were studied. Moreover, the study also looked into the retailers' education level and concluded that 52% of the retailers were either illiterate or had only received primary education, being a contributing factor to market efficiency. The paper also touched upon other additional expenses, such as miscellaneous losses, as well as the daily dining costs of the retailer and elastic bag usage that amounted to 37.42% and 30% of the marketing costs, respectively. Furthermore, the research also showed that the farmers' share from the cash unit reached only 65% of the consumers purchasing price, with the marketing efficiency totaling to 101%. The results achieved from this study vividly reflect the low efficiency of the marketing processes for fruit and vegetable retail in the local markets of Sulaimani Governorate. The study also found out that the marketing markup estimations reach 34% and 59% in respect to both the selling and purchasing criteria, respectively. In conclusion, and as a result of the figures mentioned above the study recommends that a robust strategic policy be embraced at both the governorate and national level that will subsequently lead to an increase in marketing efficiency.