TAZE SEBZE MEYVE TEDARİK ZİNCRİLERİNDE FİYAT MEKANİZMASINI ETKİLEYEN FAKTÖRLERİN İNCELENMESİ: DAĞITIM KANALI PERSPEKTİFİ

Taze Sebze meyve tedarik zinciri, ürünlerin dayanıksız olması, mevsimsellik, kısa raf ömrü, uzun üretim süreçlerine ihtiyaç duyulması, farklı ürün özelliklerine sahip olmalarının yanı sıra içerisinde çok sayıda aracı bulundurması sebebiyle diğer birçok tedarik zincirlerinden farklılık göstermektedir. Taze sebze meyve tedarik zincirinin özellikleri, fiyat seviyeleri ile doğrudan etkisi olan unsurlarla da bağlantılıdır. Birçok aktörün, bu tedarik zincirleri içerisinde bulunmalarının yanı sıra bu aktörlerin değişen ihtiyaçları ve beklentileri, olası kanal içi çatışmalar ve güç ile ilgili sorunların çıkmasına sebep olabilir. Literatürde, son dönemde, taze sebze meyve tedarik zincirine olan ilginin artmasına rağmen, özellikle de Türkiye’de, çeşitli aktörlerin bakış açılarından fiyat mekanizmalarına odaklanmış çalışmalar sınırlıdır. Dolayısı ile bu çalışma, temel fiyat değişimi mekanizmalarını ve tedarik zinciri içerisinde bulunan aktörlerin tecrübe edindiği temel problemleri, dağıtım kanalı ve güç-çatışma teorisi kapsamında incelemeyi amaçlamaktadır. Mülakatlar, İzmir-Türkiye’de taze sebze meyve tedarik zinciri içerisinde faaliyet gösteren çeşitli üyelerle gerçekleştirilmiştir. İçerik analizi için nitel analiz yazılımı (Nvivo) kullanılmış ve mülakatlar yorumlanmıştır. Bulgular, taze sebze meyve tedarik zinciri üyeleri arasındaki güç ilişkilerini ve çatışma unsurlarını belirtmektedir. Literatürde de belirtildiği gibi taze sebze meyve fiyatlarının dalgalanmasına sebep olan çeşitli unsurlar olmasına rağmen, güç ve çatışma unsurlarının etkisi yadsınamamaktadır. Mülakat sonuçlarına göre, taze sebze meyve tedarik zinciri içerisindeki en zayıf üye, organize olmamalarından da kaynaklı olarak ve fiyat seviyelerinin belirlenmesinde de herhangi bir etkisi bulunmayan, üreticilerdir. Tüccarların, hal komisyoncularının, endüstriyel alıcıların ve perakendecilerin üreticilere avans vermeleri, yüklü miktarlarda ürün siparişi vermeleri, üreticileri teşvik etmeleri, ayrıca; üreticilerin ürünleri satabilmesi ile ilgili endişeleri, üreticilerin nakit ihtiyaçları ve ürün niteliğinden kaynaklı olarak üreticilerin ürünlerini hızlı bir şekilde satmak istemesi gibi sebepler ile pazarda hakimiyet kurmaktadırlar. Çalışma kapsamında, taze sebze meyve tedarik zinciri içerisinde yer alan aktörler arasındaki ilişkilerin ve ilgili boyutların ortaya çıkarılması amacıyla kavramsal bir çerçeve sunulmaktadır.

Anahtar Kelimeler:

Çatışma, Dağıtım Kanalı, Taze Sebze Meyve Tedarik Zinciri, Mülakat, Güç

AN INVESTIGATION OF THE FACTORS AFFECTING PRICE MECHANISM IN FRESH PRODUCE SUPPLY CHAINS: A DISTRIBUTION CHANNEL PERSPECTIVE

Fresh produce supply chains differ from many other supply chains in terms of the perishability of a product, short shelf life, seasonability, long production process, physical specialties etc. as well as a large number of intermediaries involved. Stated specifications of a fresh produce supply chain are also interrelated with the factors that have a direct impact on price levels. Involvement of many actors within these supply chains as well as their changing needs and expectations may result in the emergence of possible conflicts and issues related to power. Although there is an increasing interest in fresh produce supply chains in the recent literature, studies that focus on the changing price mechanisms from the perspectives of various actors, especially in Turkey, are limited. Hence, this study aims to review the basic price changing mechanisms and identify the main problems experienced by various actors involved in fresh produce supply chains through the application of the distribution channel theory and the power-conflict theory. Interviews were conducted with various members of fresh produce supply chains in Izmir, Turkey and a qualitative analysis software (Nvivo) was used for content analysis and interviews were interpreted. Findings highlight the power relations and conflict factors between the fresh produce supply chain members. Although there are various factors which cause price fluctuations as cited in the literature, power and conflict factors cannot be neglected. Interview results show that the weakest members in fresh produce supply chain are the producers, who have no right to determine the price levels due to their unorganized structure. Merchants, wholesale market commissioners (WMC), industrial buyers and retailers gain dominance in fresh produce supply chain for the reasons of paying in advance, providing vast amount of quantity orders and incentives, concerns of producers regarding no purchase decisions, cash money requirements of producers, and claim of selling crops faster due to product characteristics. A conceptual framework is presented in order to reveal the main links between the actors and the related dimensions in fresh produce supply chains.

Keywords:

Conflict, Distribution Channel, Fresh Produce Supply Chain, Interview, Power,

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