المشكلات و المعوقات التسويقية للخضر و الفاكهة بمحافظات مكة المكرمة و الطائف بالمملكة العربية السعودية

الملخص EN

This investigation tackled marketing problems and impediments that confront producers, middlemen and retailers of vegetables and fruits.

The identification and description of these problems in each stage of marketing process would, in turn, describe the impediments that face the whole marketing system.

The findings of this study revealed the lack of coordination and organization among the three parties (producers, middlemen and retailers) in the whole marketing system.

Furthermore, improvement of services and marketing functions were strongly related to the coordination among the three parties in the marketing system.

The main marketing problems confronting the producers (farmers) were prices fluctuation, absence of marketing entities, lack of marketing information, controlling of prices by middlemen, and the lack of knowing the marketing needs in advance by the producers.

The middlemen, who were the wholesalers and brokers, faced the problems of buying from the producers, insufficiency of the products quantities increase in the waste of the products and the long distances between farms and markets.

The main problems confronting the retailers were the determination of the types and quantities of vegetables and fruits needed, price bargaining, the consumer's choice for the best commodities and the decline in consumer's demand.

The analysis of variance (ANOVA) was used to identify the importance of the problems and impediments and the differences among them in the three provinces’ markets and F value was used to test the significance of the differences for the problems facing the producers, middlemen and retailers.

The results of estimation showed the significance of the statistical model using F test at 0.01 level for each category