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Title

THE POSITION OF MILK COLLECTION CENTERS IN SPATIAL MARKETING CHANNELS OF MILK IN RURAL AREAS (CASE STUDY: THE RURAL AREAS OF KHODABANDE COUNTY OF ZANJAN PROVINCE)

Pages

 Start Page 81 | End Page 104

Abstract

 Studying the marketing chain and channels of agricultural production is growing since 1990 as a scientific field. Economist, sociologist and management experts have participated in the study and explanation of agricultural production marketing chain. In this regard, from sociologist perspective, seeking in human's organizational manners and actions, employment of technical perspective, and continues study of bridged processes and their relations have caused to the appearance of marketing chain and channels study course. Thus, the study of chain, cycle or marketing channels of agricultural production could be divided into three main streams, in clouding supply chain management, economic organizations approach and network approach. Experiences and studies in different countries show that there are different marketing channels for agricultural production, especially for milk and dairy productions in RURAL AREAs; each of them has distinct elements and ties for exchanging and trading the produced milk or the other milk products from producers to consumers. The main goal of this study is determining the most efficient element or member of milk marketing process among the all elements and ties participating in the milk marketing stream in KHODABANDEH COUNTY. For this goal, we used descriptive-annalistic methodology, questionnaire tools (for data gathering), field study and multi-criteria decision making technique (DEMATEL). The results showed that MILK COLLECTION CENTERS play an important role in the spatial milk marketing channels from producers to consumers.

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