Tomato marketing channels and determining the market margin

Abstract

The main purpose of this study is to determine tomato marketing channels and market margins of marketing actors. For this purpose, 80 food brokers and 80 traders were interviewed in Antalya, where tomatoes were intensively grown, in Alanya, Demre, Kaş, Merkez, Kumluca, Manavgat and Serik districts, at least 10 people from each district. In addition a total of 116 food brokers operating in wholesale markets in Ankara, Izmir, Istanbul, and Konya, where tomatoes are most marketed, were interviewed. In these four provinces, at the supermarket, greengrocer and marketplaces that make retail sales, research was carried out, 40 different final sales points, at least 10 from each province, using the product monitoring method. Added value and costs created by market actors; calculated by value chain analysis. According to the value chain analysis, from marketing channels; it is determined that there is no significant difference between market margins in wholesalers, but market margins change in retailers. Therefore, it is determined that the market actor with the highest price mobility and marketing margin is the markets. In conclusion of the study, suggestions that were developed for an effective pricing approach by evaluating the balance of pricing of each actor against costs.