Marketing Margins In Fresh Fruit And Vegetable Products: The Case Of Adana Province

Abstract

This study aims to analyze the price differences along the marketing chain of selected fresh fruit and vegetable products in Adana province, from producers to consumers, by identifying the marketing margins that influence the formation of retail prices. For this purpose, different retail channels such as farmers' markets and supermarkets were compared using primary data; absolute and relative marketing margins were calculated for each product at both the wholesale and retail stages. The findings reveal that total marketing margins are significantly higher in supermarket channels compared to farmers' markets. This situation can be explained by factors such as logistics, packaging, shelf management, and fixed costs. As a result of the study, it is recommended to support direct sales channels, enhance the digital traceability of the marketing chain, and strengthen the infrastructure of farmers' markets in order to ensure price balance in favor of consumers and to increase producer incomes.