دراسة واقع تسويق التفاح في منطقة جبلة بمحافظة اللاذقية وأهم مشكلاته
Abstract
يهدف البحث بشكل أساسي إلى تسليط الضوء على واقع تسويق التفاح داخلياً وتحديد مواقع وأسباب وإيجاد الحلول المناسبة لتطويره, وقد اخترنا منطقة جبلة في محافظة اللاذقية لإجراء البحث.
اعتمدنا في دراستنا على استمارات استبيان تحتوي عدداً من الأسئلة وقد تضمنت نموذجين الأول موجه إلى تاجر الجملة والثاني إلى المزارع.
من خلال تحليل استمارات الاستبيان وجدنا أن هناك ضعفاً في الثقافة التسويقية لدى المزارعين بشكل عام إذ تعتبر عملية التدريج واختيار نوع العبوة من حيث السعة بما يتوافق مع رغبة المستهلك من أهم العمليات التسويقية, بالإضافة إلى مراعاة متطلبات السوق من حيث النوعية والكمية عند تحديد موعد التسويق.
The basic aim of this research is to highlight the status of apple marketing nationally by focusing on its problems, finding out the causes and offering appropriate solutions. Jableh region is in Latakia Governorate, and it was chosen for this research. In this research, we relied on questionnaires involving two samples of questions: the first is directed towards the wholesale merchant, and the second towards the farmer. Following analysis, a decline in the farmers' marketing mentality was recognized. For example, calibrating apples and the quality of boxes that meet the customer's needs are the most important processes of marketing. In addition, it is very important to take into account market demands (apple quality/quantity and the date of marketing).
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