Dilek BOSTAN BUDAK, Nuran TAPKI, Aybuke KAYA, Erdal DAĞISTAN

Hatay İlinde Havuç Üreten İşletmelerin Pazarlama Yapısı, Maliyetleri ve Uygulamaları Bakımından Karşılaştırılması

Bu çalışmanın temel amacı, havuç üreten işletmelerde işletme büyüklükleri ile pazarlama masrafları ve stratejileri arasındaki ilişkileri belirlemektir. İşletmelerin genelinde ortalama havuç üretim alanı 8.253 ha, havuç verimi 31366 kg/ha, üretim maliyeti 14911 $ ve satış geliri 28859 $ olarak belirlenmiştir. İşletmeler genelinde 1 kg havucun pazarlanması için 0.0031625 $ işçilik, 0.005085 $ nakliye, 0.00138 $ soğuk hava deposunda muhafaza ve 0.0022625 $’ da paketleme masrafı olmak üzere toplamda 0.001189 $ pazarlama masrafı yapılmıştır. Pazarlama masraf, birinci grup işletmelerde 0.0121, ikinci grup işletmelerde 0.0107 ve üçüncü grup işletmelerde ise 0.0135 $ olarak gerçekleşmiştir. Araştırma sonuçları, havuç üreten işletmelerde üretimi ve pazarlama gücünü artırmak ve girdi maliyetlerini düşürebilmek; bir çiftçi örgütü altında bir araya gelmeleri, ürünlerini doğrudan tüketicilere ulaştırabilmeleri, soğuk hava deposu kapasitesinin artırılması, destek miktarı ve çeşitliliğinin (markalaşma ve promosyon gibi) artırılması, havucun katma değeri yüksek ürünlere dönüştürülmesi gerektiğini ortaya koymuştur.

Comparison of Carrot (Daucus carota L.) Producing Farms with regards to Marketing Structures, Costs and Applications in Hatay Province

The main objective of this study was to examine the relationshipsbetween marketing costs, applications and scales of the carrot farmsin Hatay province. The average carrot cultivation area, carrot yield,production costs, sales revenues, record-keeping rate, members offarmers’ organization rate were 8.253 ha, 31366 kg/ha, 14911 US$,28859 US$, %46.23, %14 in the all farms, respectively. Labor,transportation, storage and packaging costs in all farms werecalculated as 0.0031625, 0.005085, 0.00138 and 0.0022625 US$,respectively. The average total marketing cost in all farms wasdetermined as 0.001189 US$. The marketing costs for the first, secondand third group farms were calculated as 0.0121, 0.0107 and 0.0135US$, respectively. The research recommended that the farms shouldbe subsidized so that they can increase production, improve theirmarket share and decrease their input costs. Farmers should beorganized under farmers’ organization. Marketing channels should becreated to ensure direct carrots deliveries to consumers resultingincrease in revenues. Increasing the number and capacity of coldstorage should be encouraged. Farmers should be subsidized tominimize their production expenses. The support to be provided byvarious stakeholders should involve branding and promotion in carrotproduction. Producers should be encouraged to process carrot as highvalue-added products.

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