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Turkiye’de yas meyve ve sebze pazarlamasinda cesitli kanallar mevcuttur. Ancak cogunlukla yas meyve ve sebze pazarlamasi Toptanci Hal’lerinde yapilmaktadir. Calismada, uretim bolgesi olarak Mersin Yas Meyve ve Sebze Toptanci Hali’nde faaliyette bulunan aracilarla anket yapilmistir. Turkiye’de yaygin yas meyve ve sebze pazarlama kanallarindan, en uygun olani saglik, maliyet, sure ve kayit altina alinma kriterlerine gore belirlenmeye calisilmistir. Bu amacla Analitik Hiyerarsi Prosesinden (AHP) yararlanilmistir. AHP sonuclarina gore, Mersin Toptanci Hali’nde en uygun pazarlama kanali; “Uretici → Uretim Merkezi Komisyoncusu → Tuketim Merkezi Komisyoncusu → Perakendeci → Tuketici” %42,68 oranla ilk sirada yer almis bunu “Uretici → Tuketim Merkezi Komisyoncusu → Perakendeci → Tuketici” %35,90 ile takip etmistir. AHP sonuclari Tobit model ile analiz edilmistir. DETERMINATION OF THE MOST SUITABLE MARKETING CHANNEL IN TERMS OF MARKRETING AGENTS FOR FRESH FRUIT AND VEGETABLE PRODUCE : A CASE OF MERSIN PROVINCE 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. |
