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)

مراجع

  1. Amidi, A. (1999). Theories of sampling and its application. Tehran: Tehran University Press. (Persian)
  2. Ben-Akiva, M and Lerman, S. (2006). Discrete choice analysis: theory and application to travel demand. The MIT Press.
  3. Bhot, C. (2005). A multiple discrete-continuous extreme value model: formulation and application to discretionary time-use decisions. Transportation Research, 39B: 679-707.
  4. Dhilion, A., Khatkar, R.K.and Kumar, A. (2005). Marketing costs and price spread for Marigold flower in Haryana. Agricultural Marketing, 48(1): 9-12.
  5. Franks, J.R. (200). Recent changes in milk marketing in the UK: the farmers’ perspective. Paper Prepared for Presentation at the 13th International Farm Management Congress, Wageningen, The Netherlands, July 7-12.
  6. Hassanpour, B. (2000). Study of grape marketing issues, case study of Kohgilouyeh and Boyer-Ahmad province. Proceedings of the Third Iranian Agricultural Economics Conference, Vol. 1, Tehran: Agricultural Planning and Economics Research Institute. (Persian)
  7. Hayami, Y., Kikuchi, M. and Marciano, E.B. (1999). Middlemen and peasants in rice marketing in the Philippines. Agricultural Economics, 20: 79-93.
  8. Hensher, D.A. and Greene, W.H. (2003). The mixed logit model: the state of practice. Transportation, 30: 133-170.
  9. Ingle, S.G., Pawar, B.R., Tawale, J.B. and Jagde, S.A. (2009). Marketing costs and price speard for Kagda flower in Nanded district of Maharashtra. Agriculture Update, 4(3): 259-261.
  10. Kalantari, Kh. (2003). Processing and evaluating of economic and research information. Tehran: Sharif Publishing House. (Persian)
  11. Kalantari, Kh., Gahremanzadeh, M. and Asadi, A. (2005). Evaluation of marketing situation of livestock and poultry production cooperatives: case study of selected provinces. Economics of Agriculture and Development, 52: 107-132. (Persian)
  12. Koopahi, M. (2003). Principles of agricultural economics. Tehran: Tehran University Press. (Persian)
  13. Kuma, B., Baker, D., Getnet, K. and Kassa, B. )2013(. Factors affecting milk market outlet choices in Wolaita zone, Ethiopia. African Journal of Agricultural Research, 8(21): 2493-2501.
  14. Mayer, R.E. (1977). Thinking and problem solving. Glen View, ILL: Scott, Forseman
  15. Mburu, L., Wakhungu, J. and Gitu, K. (2007). Determinants of smallholder dairy farmers' adoption of various milk marketing channels in Kenya. Highlands Livestock Research for Rural Development, 19(9): Article #134.
  16. McFadden, D. (1973). Conditional logit analysis of qualitative choice behavior in Zarembka. New York: Frontiers in Econometrics, Academic Press.
  17. Ministry of Agriculture - Jahad (2015). Agricultural and livestock statistics. Tehran: Ministry of Agriculture – Jahad, Deputy of Animal Affairs. (Persian)
  18. Mirzaei, M., Nejatian, M. and Esmaeili, M. (2013). Study of grape and raisin market in Qazvin province. Agricultural Research and Natural Resources, 3(17): 48-59. (Persian)
  19. Mojaverian, M., Babania, S. and Aazami, H. (2013). Study of Citrus distribution channels in Babol (case study of orange). The First National Conference on Agriculture and Sustainable Natural Resources. (Persian)
  20. Mojaverian, M., Rasouli, F. and Hosseini Yekani, A. (2013). Factors affecting the choice of sales channel among Citrus producers of Mazandaran. Economics and Agricultural Development, 27(2): 123-133. (Persian)
  21. Mukundi, J., Obare, G. and Murage, A. (2015). Determinants of farmers’ choice of milk marketing channels among Sahiwal farmers in Kajiado and Narok counties, Kenya. International Conference of Agricultural Economic (ICAE). Milan, Italy.
  22. Ogunleye, K. and Oladeji, J. (2007). Choice of cocoa market channels among cocoa farmers in ILA local government area of Osun state, Nigeria. Middle-East Journal of Scientific Research, 2(1): 14-20.
  23. Ondicho, W., Obare, G. and Kahi, A. (2015). Milk marketing channel choices for enhanced competitiveness in the Kenya dairy supply chain: a multinomial logit approach. International Conference of Agricultural Economics (ICAE). Milan, Italy.
  24. Parvar, A., Aziminejad, N. and Asadi Zaidabadi, A. (2012). Evaluation of Citrus product marketing and its efficiency in Jiroft County. The First National Agricultural Conference on Difficult Environments, 20 May, 2012. (Persian)
  25. Penningsj, M.E. and Leuthold, R.M. (2000). The role of farmers’ behavioral attitudes and heterogeneity in futures contracts usage. American Journal of Agricultural Economics, 82: 908-919.
  26. Raeiatpisheh, N. (2014). Factors affecting the selection of Citrus marketing channels among Fasa County producers with emphasis on the role of packaging. The 2nd Scientific Congress on the Development and Promotion of Agricultural Sciences, Natural Resources and Environment of Iran. (Persian)
  27. Rasouli Amirkalaei, F. (2011). Study of marketing channels in Citrus of Mazandaran province. Master Thesis of Agricultural Economics, Faculty of Agriculture, Sari University. (Persian)
  28. Rezvani, M. (2013). Development and validation of effective indicators in the spatial marketing network of milk products marketing in rural areas. Rural Research, 4(4): 793-824. (Persian)
  29. Rifin, A., Nurmalina, R. and Dilana, I. (2015). Marketing channel choice of cocoa farmers in Madiun Regency, East Java, and Indonesia. International Conference of Agricultural Economics (ICAE), Milan, Italy.
  30. Salehkhah, M. (2009). Investigation of marketing deficiencies in Gola Amol Dairy Products Company. Master Thesis of Economics, Faculty of Economics, Tehran University. (Persian)
  31. Salem, J. (2000). Study of pomegranate marketing issues in Yazd province. Agriculture and Development Economics, 32: 235-260. (Persian)
  32. Tahir, A. (2004). Marketing of Citrus fruit in Pakistan. PhD Thesis of Commerces, University of Karachi.
  33. Tsourgiannis, L., Eddison, J. and Warren, M. (2008). Factors affecting the marketing channel choice of sheep and goat farmers in the region of East Macedonia in Greece regarding the distribution of their milk production. Ruminant Research, 79: 87-97.
  34. Valizadeh, A., and Javanbakht, A. (2013). Study of marketing channels and marketing margins of kiwi in Mazandaran province. 6th Conference on Agricultural Research Findings, Kurdistan University. (Persian)
  35. Woldie, G. (2010). Optimal farmer choice of marketing channels in the Ethiopian banana market. Agricultural and Food Industrial Organization, 8(1): Article 7.
  36. Zarea, A. (2001). Comprehensive study of almond marketing issues in Iran. Agricultural Research and Education Organization, Fars Agricultural and Natural Resources Research Center. (Persian)
  37. Zivenge, E. and Karavina, C. (2012). Analysis of factors influencing market channel access by communal horticulture farmers in Chinamora district, Zimbabwe. Development and Agricultural Economics, 4(6): 147-150.

فایل ها

هم رسانی

ارجاع به این مقاله

آمار