| Popis: |
Mesindus on Eestis järjest enam populaarsust koguv põllumajandustootmise haru, millele eelkõige viitab mesilasperedega majapidamiste arvu kasv. Suurem osa majapidamistest ehk 78% on kodumajapidamised, kes toodavad mett oma tarbeks. Müügiks tootvate mesinike arv on aastatega vähenenud ning erinevatest Eestis läbiviidud uuringutest selgub, et osal mesinikest esineb probleeme toodangu realiseerimisel ning mee ja meetoodete müügivõimalused on kesised. Magistritöö eesmärgiks on välja selgitada Eesti meetootjate poolt kasutatavad jaotuskanalid, nende kombineerimine ja jaotuskanali valikut mõjutavad tegurid mesinduses ning teha ettepanekuid erinevate kanalite teadlikumaks kombineerimiseks. Töö teoreetilises osas analüüsitakse erinevaid jaotuskanalite käsitlusi. Antakse ülevaade jaotuskanalite olemusest ja funktsioonidest, jaotuskanalite liigitusest ja liikmetest ning selgitatakse välja jaotuskanali valikukriteeriumid. Töö empiirilises osas antakse ülevaade mesinduse turust ning küsitluse teel selgitatakse välja ning analüüsitakse Eesti meetootjate poolt kasutatavaid jaotuskanaleid ja nende valikut mõjutavaid tegureid. Peamisteks tulemusteks saadi, et mesinikud kasutavad toodangu realiseerimisel valdavalt otse talust müüki. Kombineeritakse seda eelkõige teiste otsekanalitega, milleks on müük turgudel/laatadel ning müük tuttavatele. Olulisemateks järeldusteks, miks nimetatud kanaleid kasutatakse on vähene meetoodang, välja on kujunenud kindel klientuur, eelistatakse otse tarbijaga suhtlemist ning otsekanalite kaudu on tulu mesinikele suurem, kui kaudsete kanalite kasutamisel. Beekeeping is a branch of agricultural production that is gaining popularity in Estonia, which is indicated primarily by the increasing number of households owning bee colonies. The majority of households (78%) are private households that produce honey for their own use. The number of beekeepers producing honey for sale has decreased over the years and various studies conducted in Estonia reveal that some beekeepers encounter problems selling their produce and that sales opportunities for honey and honey products are meagre. The objective of this Master's thesis was to determine the distribution channels used by Estonian honey producers, as well as ways of combining them and factors that influence the choice of distribution channels for honey and honey products. The theoretical part of the thesis analyses various approaches to distribution channels. It presents an overview of the essence, functions, classification and members of distribution channels. Criteria for the selection of distribution channels are also determined. The empirical part gives an overview of the beekeeping market and determines and analyses distribution channels used by Estonian beekeepers, as well as factors influencing their choice. The main results were that the prevailing method of sale used by beekeepers is selling directly from the farm. This is primarily combined with other direct channels, i.e. selling at markets/fairs and to acquaintances. 5 The main conclusions about why these channels are used include low production volume, established customer connections, preference of communicating directly with the consumer and the higher profit provided by direct channels compared with indirect channels. |
