بررسی عوامل مؤثر بر حاشیة بازاریابی در دشت نیشابور با استفاده از رگرسیون فضایی

نویسندگان

1 استاد گروه اقتصاد کشاورزی دانشگاه فردوسی مشهد

2 دانشجوی سابق دورة دکتری اقتصاد کشاورزی دانشگاه فردوسی مشهد

چکیده

ناکارآمدی شبکه‌های بازاریابی محصولات کشاورزی و اختلاف قیمت بین بهای فروش محصولات توسط کشاورزان و قیمت خرید توسط مصرف‌کننده نهایی یکی از مسائل اصلی در نظام بازاریابی محصولات کشاورزی است. برهمین‌اساس، هدف اصلی این مطالعه بررسی و شناسایی عوامل مؤثر بر حاشیة بازاریابی محصولات کشاورزی در دشت نیشابور بود. به این منظور، از مدل ارتقایافتة مارک‌آپ برای کل محصولات زراعی و در چارچوب رگرسیون وزنی جغرافیایی (GWR) استفاده شد. آمار و اطلاعات موردنیاز از طریق مصاحبة حضوری و تکمیل پرسش‌نامه از 366 نفر از کشاورزان دشت نیشابور در سال 1395 به دست آمد. در این مطالعه، برای دستیابی به اهداف موردنظر و تحلیل آمار و اطلاعات و با توجه به معنی‌داری آمارة موران، از رگرسیون وزنی جغرافیایی با هسته‌های تطبیقی (GWR-A) استفاده شد. نتایج آمارة موران نشان داد که خودهمبستگی مثبت فضایی در خصوص حاشیة بازاریابی محصولات زراعی دشت نیشابور وجود دارد. نتایج مدل حاشیة بازاریابی با به‌کارگیری رگرسیون وزنی جغرافیایی نشان داد که هزینة بازاریابی و قیمت خرده‌فروشی تأثیر مثبت و سطح زیر کشت تأثیر منفی بر حاشیة بازاریابی در اغلب مناطق دشت نیشابور دارند. در این مطالعه همچنین ضرایب برآوردی الگوی ارتقایافتة مارک‏آپ به‌صورت منطقه‌ای و بر اساس موقعیت جغرافیایی کشاورزان به دست آمد. بر اساس نتایج مطالعه، پیشنهادهای استفاده از روش‌های آماری مبتنی بر مکانمندی داده‌ها در مطالعات مشابه (همچون رگرسیون فضایی)، اصلاح نظام بازار رسانی و فروش محصولات مبتنی بر توسعة شرکت‌های بازرگانی حرفه‌ای، اجرای طرح‌های اطلاع‌رسانی ویژه و مرتبط با اطلاعات بازار محصولات کشاورزی و اجرای برنامه‌های خاص فرهنگی و اجتماعی ارائه شد.

کلیدواژه‌ها


عنوان مقاله [English]

An Investigation of Factors Affecting the Marketing Margins Using Spatial Regression: A Case Study of Neyshabour Plain in Iran

نویسندگان [English]

  • Mohammad Reza Kohansal 1
  • hadi rafiei 2
1 Professor, Department of Agricultural Economics, Ferdowsi University of Mashhad, Mashhad, Iran
2 Former PhD Student in Agricultural Economics, Ferdowsi University of Mashhad, Mashhad, Iran
چکیده [English]

Inefficiency of marketing networks of agricultural products and the price differences between sale price by farmers and purchase price by final consumers are the main issues in the marketing of agricultural products. This study aimed mainly at investigating the factors affecting the marketing margins in Neyshabour plain of Iran. For this purpose, within the geographically weighted regression with adaptive cores (GWR-A), the upgraded version of ‘Mark Up Model’ was used for all crops. Statistics and information were obtained through interviews and questionnaires completed by 366 farmers in 2016. Moran test results showed that there was a positive spatial autocorrelation on the marketing margin of crops. The results of GWR model indicated a positive impact of marketing costs and retail prices in most areas is positive and a negative impact of cultivated areas on the marketing margins. Also, the coefficients of the Mark Up Model were estimated regionally and with respect to farmer’s location. Finally, a number of suggestions were made, including: reforming the marketing network in order to reduce the margin of the market, using statistical methods based on the location of data in similar studies, reforming the market system and the sale of products based on the development of professional commerce companies, implementing the special information plans related to the market information on agricultural products as well as the implementation of specific cultural and social programs.

کلیدواژه‌ها [English]

  • Marketing
  • Marketing Margin
  • Mark Up Model
  • Geographically Weighted Regression (GWR)
  • Neyshabour (Plain)
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