KADANALI, Esra Ağrı İbrahim Çeçen Üniversitesi - İktisadi ve İdari Bilimler Fakültesi, Turkey , DAĞDEMİR, Vedat Ağrı İbrahim Çeçen Üniversitesi - İktisadi ve İdari Bilimler Fakültesi, Turkey

DETERMINATION OF THE MOST SUITABLE MARKETING CHANNEL IN TERMS OF MARKETING AGENTS FOR FRESH FRUIT AND VEGETABLE PRODUCE : A CASE OF MERSİN PROVINCE

33857

There are various fresh produce marketing channels in Turkey. But marketing activities are more commonly performed in wholesale fresh fruit and vegetable markets. In this study, middlemen in Mersin Wholesale Fresh Fruit and Vegetable Market, which is the location for production area, were interviewed. In the study, we tried to determine the most suitable fresh produce marketing channel according to criteria of health, cost, time and legal procedures such as recording. Analytical Hierarchy Process method (AHP) was used in this study. According to AHP results, the most appropriate marketing channel in Mersin is; “producer → middleman in production area → middleman in consumption area → retailer → consumer by 42,68%. The second most appropriate marketing channel is; “producer → middleman in consumption area → retailer → consumer” by 35.89%. When we evaluated criteria for Mersin province, the recording was determined to be the most important criterion with 48,05% in wholesale market and cost was the second with 35.04%. The results of AHP were analyzed by Tobit model.

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Wholesale fresh fruit and vegetable market , marketing channel , AHP , Tobit model

Anadolu Journal Of Agricultural Sciences

81