عنوان مقاله [English]
This study investigates concepts and issues of marketing using data obtained from questionnaire completed among producers of citrus (Orange, Tangerine, Limon) in Jahrom and Darab regions (Fars province) as well as using information obtained from retailers, wholesalers and brokers. Primary packing and transportation are main marketing services. Orange producers' share of price paid by consumers in two paths is less than one-third and the corresponding share for tangerine and sweet lemon producers are 20-30 and 43 percent respectively. It was also found that retailer price plays a more significant role than other factors in marketing margin.
JEL Classification: M31، Q13
Marketing, Citrus, Orange, Tangerine, Limon, Fars Province