Factors affecting the choice of marketing channel by beekeepers in Türkiye

Abstract

This study aims to analyze the factors affecting the marketing channel choices of beekeepers in the sale of strained honey. The primary data was collected with questionnaires conducted with 162 bee breeders in Türkiye. When beekeeper characteristics by marketing channel selections were compared, it was determined that breeder's education status, income other than beekeeping, the status of getting support, payment method, satisfaction with the marketing channel, way of determining the price, the source of information, and credit usage status were the variables influential in choosing a marketing channel. As a result of comparing the group selling strained honey through the direct channel and the group selling it through the indirect channel, significant differences were found between the groups in terms of beekeeper's age, the share of beekeeping in annual income, the number of hives, the share of strained honey in beekeeping income, and the selling price of honey. Providing training for beekeepers, ensuring their access to market information, improving infrastructure conditions, and encouraging the production of bee products and cooperative membership will increase their income.