انتخاب کانال‌های بازاریابی شیر خام در زنجیرة تأمین لبنیات شهرستان کرمان: روش لاجیت چندگانه

نوع مقاله: مقاله پژوهشی

نویسندگان

1 دانش‏آموخته کارشناسی ارشد اقتصاد کشاورزی، گروه اقتصاد کشاورزی، دانشگاه شهید باهنر کرمان، ایران

2 دانشگاه شهید باهنر کرمان

3 استاد گروه اقتصاد کشاورزی، دانشگاه شهید باهنر کرمان، ایران

چکیده

با بررسی کانال­های توزیع و عوامل مؤثر بر انتخاب نوع کانال، می­توان به کارآیی نظام بازاریابی کمک کرد. بدین منظور، با انتخاب نمونه‌ای از دویست دامدار به روش تصادفی ساده و تکمیل پرسشنامه‌، داده‌های لازم جمع‌آوری شد. سپس، با استفاده از مدل لاجیت چندگانه، عوامل مؤثر بر انتخاب نوع کانال بررسی شد. بر پایة یافته‏های پژوهش، در کانال‏های اول و سوم بازاریابی، شیر تولیدشده توسط دامدار به کارخانه شیر منتهی می‏شد، در حالی که در کانال‏های دوم و چهارم بازاریابی، به مصرف‌کننده نهایی می‏رسید. همچنین، یافته‌ها نشان داد که با تغییر نحوه پرداخت از نقدی به صورت چک، اعتماد دامدار به خریداران محلی شیر خام در سطح شهر بیش از واسطه‌هاست، اما با افزایش قیمت شیر، دامدار فروش به واسطه‌ها را ترجیح می‌دهد؛ البته با افزایش تولید شیر، دامداران حذف واسطه‏ها را ترجیح می‌دهند؛ و با افزایش فاصله تا مرکز فروش، احتمال انتقال شیر به کارخانه افزایش می‌یابد. در این راستا، پیشنهاد می‌شود که مدیران کارخانه‌های لبنی بر قیمت خرید از دامدار نظارت بیشتری داشته باشند و رضایت و اعتماد او را به‏ویژه با پرداخت نقدی به‌دست آورند.

کلیدواژه‌ها


عنوان مقاله [English]

Raw Milk Marketing Channel Choice within Dairy Supply Chain in Kerman County of Iran: A Multinomial Logit Approach

نویسندگان [English]

  • N. Ali Aabadi 1
  • Sedighe Nabieian 2
  • H. Mehrabi Boshrabadi 3
1 M .Sc. Graduate in Agricultural Economics, Department of Agricultural Economics, Shahid Bahonar University of Kerman, Kerman, Iran
3 Professor, Department of Agricultural Economics, Shahid Bahonar University of Kerman, Kerman, Iran
چکیده [English]

This study aimed at investigating the raw milk distribution channels and the factors affecting the channel choice to improve the effectiveness of the marketing system in Dairy Supply Chain in Kerman County of Iran. For this purpose, a simple random sample of 200 dairy farmers was collected, and respective questionnaires were completed. Then, the effective factors were determined by the use of multinomial logit model. The study results showed that in the first and third marketing channels, the product was led to milk factory while in the second and fourth marketing channels; it was delivered to the final consumer. In addition, the findings showed that change in payments caused the farmers trust local raw milk purchasers in the county more than the intermediaries while with milk prices rising, livestock breeders preferred them to sell their products; also, by increasing milk production, they preferred mediator elimination and by increasing the distance to the sales center, the likelihood of milk transfer to the plant increased. In this regard, it was recommended that dairy plant managers would monitor the purchase price from the breeders as well as gain their satisfaction and trust, especially by cash payments.

کلیدواژه‌ها [English]

  • Discrete Choice Models
  • Multinomial Logit Model
  • Milk Marketing Channels
  • Dairy Farmers
  • Kerman (County)
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