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The Situation and Working Position of Modern Retailers in Marketing of Fresh Fruit and Vegetables in Turkey |
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Filiz PEZİKOĞLU , Dr. M. Emin ERGUN, Assoc. Prof. Dr. Süleyman ERKAL, Mustafa ÖZTÜRK, Mine UÇAR, |
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SUMMARY
In this study carried out between 2001-2003, data collected by questionnaires from 8 retail enterprises which have 608 stores throughout in Turkey were evaluated. Secondary sources about the sector were also used in the evaluation. The aim of the study was to investigate the current situation of the modern retailing sector in a view of the fresh fruit and vegetable production and marketing system and to define problems and also to improve solutions for the sector. The material consisted of super-hyper markets which have more than 2500 m2 area individually located in İstanbul, Bursa and İzmit provinces. 6,5% of total market place was allocated for fresh fruit and vegetables. Produce is centrally purchased by the 54% of the stores then distributed. Firms are mostly buying produce from wholesalers and their middle-man. The produce losses in the stores were changing between 1-5% mainly in their stores. The produce loses in small market departments are higher (the highest loses were 30% according to species). Whereas some precautions to reduce loses down to 5-7% in the organised hyper markets are being taken. 764 wholesalers and merchants are serving in the İstanbul Wholesale Market, but only two department stores have agents in the wholesale market. 2-3% of total fresh fruit and vegetable are being sold to the modern retailers by the wholesale market agents. 60 wholesalers and merchants are present in the Bursa Wholesale Market. The wholesalers which have contract with modern retailers sell 30% of their products to the markets. Modern retailers usually buy their produce from the local wholesale markets in the areas of production. |
| Keywords : Fresh Fruit and Vegetables, Marketing, Retail Sector, Hyper Market, Supermarket, Turkey. |