دراسة تحليلية لتسويق أهم محاصيل الخضر بسوق النزهة بمحافظة الإسكندرية

Abstract EN

Although the wholesale markets for agricultural commodities, including the Nozha market, play an important role in the marketing process, the marketing systems of these crops go according to the tradi-tional methods, along with the high costs and marketing margins, and the occurrence of sharp price fluc-tuations in their prices, which reflected its impact on each of the product And the consumer, which neces-sitates studying the marketing position of the market and identifying the deficiencies in the marketing functions to work on raising the rates of marketing efficiency and improving the current marketing sys-tems to reduce the costs and marketing margins that brokers get and reduce their profits.

The research aimed at identifying the marketing functions through the different stages and marketing paths of the most important vegetable crops in the Nozha market in Alexandria Governorate, and high-lighting the efficiency of performing the marketing operations of the most important vegetable crops in this market, and the research relied on the use of both descriptive and quantitative analytical method and some mathematical operations to calculate the marketing margins, and the distribution of pounds Con-sumer, and estimate the marketing efficiency, in addition to the use of triple exponential smoothing to estimate the seasonal guide, and the research reached a set of results, the most important of which are: 1-The mediators' share for the first level crops was tomato, potato, onion, and garlic, about 69.68%, 68.95%, 69.5%, and 83.87% of the consumed pound.

The share of middlemen for the second level crops, cucumbers, zucchini, eggplant, and pepper amounted to 72.6%, 61.35%, 45.89%, and 70.26% of the consumed pound.

2- By estimating the marketing efficiency of the most important vegetable crops in the first level, toma-toes, potatoes, onions, and garlic, the marketing efficiency has reached about 11.1%, 22.8%, 11.7%, 6.3% for each of them respectively, and the low marketing efficiency is attributed to them due to the high marketing costs of brokers, given that Tomato is a fast-growing crop in addition to its fluctuating price fluctuations, while the potato, onion, and garlic crop, along with their high storage capacity, is categorized as field crops, which makes the intermediaries store and control the quantities offered in the market, in addition to the fluctuations Price The garlic that is exposed to it since the harvest, in ad-dition to the marketed and exported quantities are large 3-In estimating the marketing efficiency of the most important vegetable crops in the second level, cu-cumbers, zucchini, eggplant, and pepper, the average marketing efficiency reached 12.3%, 22%, 27.6%, 17.2% for each of them, respectively, and the lower marketing efficiency is attributed to the inability of those crops to be stored, in addition The decrease in the share of farmers, and the increase in the share of marketing brokers.

4-Shows the relative importance of the problems facing wholesale wholesalers of vegetables in the Nozha market and their probability distribution at the 95% confidence level.

It turned out that the three most important problems are the traffic congestion problem and the difficulty of moving to and from the market came in the first place where a number of wholesalers deal in the market, their percentage ranged between a minimum of about 87%, and a maximum of about 99%, due to the presence of the market within the high-density residential cluster, the problem of weak absorptive capacity for the market in the second place, as a number of wholesalers deal in the market, whose percentage ranged between a minimum of about 85%, and a maximum It reached about 99%, the problem of weak mar-ket infrastructure (Sewer network, refrigerators, warehouses, security) The first is where a number of wholesalers in the market face a percentage ranging between a minimum of about 78%, a maximum of about 96%, and the problem of the difficulty of using modern technological methods in storage and packaging due to the tightness of the market, which faces a number of wholesalers in the market whose percentage ranged between a minimum of about 61%, and a maximum of about 83%.