بررسی مسائل بازاریابی و بازاررسانی محصول انگور

A survey of Marketing Channels on Grape in Azarbayejan
Province, Iran
“ A case of Urmiyeh and Naghade Cities “

Abstract:
Grape, produced in West Azerbaijan, is a substantial crop in province”s economy.
Various investigations are available on supplying and marketing this crop in West
Azerbaijan. This research has been conducted from various aspects of supplying
and marketing grape in west Azerbaijan. Subject of this study is based on three
areas regarding gardening (supplier), wholesale, and retail in year 1388 – 89. Data
required for this study is gathered through questionnaire and then analyzed through
SPSS method.
According to the results, most gardeners work on lands less than half than hectare
and produce less than 10 tons crops. According to the results, wholesale prices for
grape , raisin, raw grape and syrup are,385,543,89,315,650,Tomans and their price
in retail are,279, 276, 207,75,181 Tomans, while in whole market the prices are
۹۲۹,۶۶۱,۷۵۰,۱۶۴,۴۹۶Tomans. Marketing factor for these crops are,35, 36, 31,32
,۵۲percent. Producer”s share for crop itself and all its sub products is counted
as,47.2, 67.8, 68.5, 63.2, 64.9, percent of whole price and the rest is for marketers
themselves. Wholesaler”s share from selling price of grape and its products is,19.2
,۱۴.۷ ,۸.۶ ,۱۵.۳, ۱۰.۵, percent and retailer”s share of these products is ,33.5 ,17.4,
۲۲.۷ ,۲۱.۳ ,۲۴.۵ , percent. The product”s price inefficiency is,17, 21, 14, 130, 26
percent and their technical inefficiency i ,20,15,31,24,41, percent, also the whole
marketing inefficiency is ,52,39,170,47,32 percent. This crop”s wholesale price is
more than its retail price and its marketing cost ratio is 32 percent which is in the
forth rank among all other crops.

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Consequently the retailer”s share increases while
the wholesaler”s share decreases.
In the following research waste function is estimated minimum through (simple
equation) and accordingly waste amount for grape has a direct direction with the
time it takes the crop to reach the consumer. According to the findings the price
function of grape and the function for bought fruit cases and fruits available in
market have direct relations.
Finally it is to be said that problems such as restricted cropping time, crop
abundance, inappropriate marketing, and lack of alternative industry are of major
problems faced by producers in West Azerbaijan.
Key words: grape, supplying and marketing, marketing rand, marketing cost
function, west Azerbaijan.

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