بررسی ساختار مدیریت بازاریابی برنج درایران

A.Barabari
Abstract
In accordance with the increasing growth of the population and the shortage of the sources of production (water, soil) and the people’s fundamental requirement of foodstuffs especially rice which is the second strategic product in Iran, the price fluctuation and rice marketing are regarded to be the main problems affecting both consumers and producers. In this regard, the oscillations of imports and their accumulative trend have led to the dissatisfaction of the producers in the recent years. The present article attempted to employ the documentary and library research related to the available information pertinent to the years between 2007 - 2009 in the way of providing economical analysis of the topics relevant to marketing like production, imports, prices, marketing routs and the margin of marketing. The relationship between the prices was analyzed by utilizing the testing method related to the Granger causality test parasite.
The results of this study indicated that the margin of marketing and its share with regard to the consumer’s price in Iran is increasing despite the fact that no vivid improvement could be observed in the marketing services. The fluctuation of the price and the problem of the producers’ capital in cash, the long marketing routs, the lack of a coherent management, and finally the plurality of intermediators are considered to be the most affective reasons which have an accumulative impact on the margin of rice marketing. Furthermore, the results of the utilized test presented the fact that there is no relationship between the production price, wholesale trade and retail dealing but a correlation exists in the way of increasing the price. From the other hand a unilateral effect was observed in reference to the price increase (the increasing price of retail dealing of the local rice which increased the price of the importing rice). Therefore, It is evident that appropriate results could be achieved in favor of both producers and consumers by amending the structure of marketing.

JEL Classification:Q17-M31
Keywords:
Production, Import, Marketing Rout, Price, Margin of Marketing, Rice, Iran