Meltem ÖZEN, Mevlüt GÜL

Marketing structure of apricot production and analysis of its problems: A case of Mut district in Mersin province

In this research, marketing structure and problems of apricot production at the level of producers and intermediaries in Mut district, which is an important apricot production region of Mersin, were examined. Data were obtained from 91 producers and 35 intermediaries in the region by face to face survey method. The data included the 2016 production period. The most used marketing channel in the region was “producer-commissioner-consumer". Apricot marketing margin ranged from 11% to 100%. Inefficiencies of producer unions in the region and price instabilities are the points to be developed for the improvement of apricot production.

Keywords:

Marketing margin, apricot, SWOT channel, Mut,

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