MARKETING SERVICES AND STRUCTURE OF OLIVE FARMS: A CASE STUDY OF TURKEY

V. Dayan, G. Saner, T. Cukur, F. Cukur

Abstract: Agricultural marketing is a long process that starts from pre-production and lasts until the product reaches the last consumer. Besides agricultural production, issues such as supply, demand, pricing and sale are within the structure of this process. In the interest of efficient marketing, services related to marketing of the products play a vital role in this process. These services also directly affect the quality of the product. Marketing services, being applied to olive in Turkey as well, have an importance in terms of an effective marketing. The aim of this research was examined the marketing services and structure of marketing of the olive farms in Milas district of Mugla. In this research, the villages that have intensive olive production are identified by using the proportional sampling method. 66 olive producers are subjected to face-to-face survey. The survey data includes the 2008/2009 production period. Being in this sector or on the first step of this sector, farms producing olive are integrated to the research. According to the result of the study, it was determined that applicability of marketing services are inadequate in olive farms of Milas district. In addition, according to producers, one of the most important marketing problems were determined as the instability of prices.

Keywords: marketing; Milas; olive; olive oil; Turkey

Date published: 2019-01-28