Document Type : Original Article
Authors
1
Agricultural Economics And Development Faculty, Agricultural Economics Department, University Of Tehran
2
University of Tehran
3
Department of agricultural economics, Faculty of Economics and Agricultural Development, University of Tehran.
10.30490/aead.2023.362811.1534
Abstract
Urmia County has a high potential for production and export of cherries due to its favorable climatic conditions and suitable soil. However, Urmia County producers do not have a favorable situation in terms of profit to cost and share of the final price of the product in the market. Hence, the Paper outlines the Eficiency of Cherry market in Urmia County. For this purpose, first, by using visual marketing attraction indicators, market situation was presented in each of the channels facing the manufacturer and
in following, by using the indicators of share of market factors from final price of product,, market margin, coefficient of marketing costs and the benefit-cost ratio, the Market Efficiency of the cherry product in Urmia County was analyzed. The results showed that in the set of investigated channels, the average producer share of the final price of Takdaneh and Khoshei cherries was 50.55 and 57.33 percent, respectively. The highest wholesale marketing margin in Takdaneh and Khoshei cherry cultivars is related to the producer-wholesaler-consumer channel. The highest Marketing Expenditure Coefficient in Takdaneh cherry with 28.85% is related to marketing channel 2, and in the case of Khoshei cherries, marketing channel 1 has the highest Marketing Expenditure Coefficient with 31.86%. For Takdaneh cherries, the highest benefit-cost ratio with 4.26 Related to the wholesale and for producer, retailer and exporter levels, on average was 2.60, 2.81 and 1.97. For Khoshei cherries, the benefit-cost ratio for producer, wholesaler and retailer has been calculated to be 1.8, 1.8 and 1.74, respectively.
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