Determination of marketing situation of buffalo milk and milk products and factors affecting the marketing channel election of buffalo breeders in Istanbul and Kocaeli provinces

This study was carried out to determine the marketing structure of buffalo milk and dairy products, the factors affecting marketing channel selection, farmers' opinions affecting product marketing and to make suggestions for improving marketing. In the study, data was obtained through a face-to-face survey from 126 buffalo enterprises that are members of the Central Union of Buffalo Breeders in Istanbul and Kocaeli provinces. The sample size was determined according to the simple random sampling method. Enterprises are grouped as small (5-20 heads), medium (21-50 heads) and large (51 heads and over) according to the number of dairy buffalos they own. According to the results, it was determined that 44.9% of the farmers selling buffalo milk marketed their products through the direct channel, and 55.1% marketed their products through the indirect channel. It was determined that 52.4% of the producers selling buffalo yoghurt marketed their products through the direct channel and 47.6% through the indirect channel. Factors that are effective in farmers' choice of channel for buffalo milk marketing were determined as sales method, price determination method, sales price, marketing costs, channel satisfaction, place of learning information, the status of receiving training, presence of buffalo products other than milk, and the amount of milk sold. The factors that are effective in farmers' channel selection in buffalo yoghurt marketing were determined as sales method, price determination method, sales price, marketing costs, channel satisfaction, information learning place and cooperative membership. The farmers' opinion about the marketing activities that have the most impact on marketing was determined as "Short market distance creates adventage", and their opinion about production management and business economics was "High feed prices". In the analysis of factors affecting marketing, "Cash Need", "Sales Method and Sales Price", "Increasing Marketing Opportunities", "Relationship with the Buyer", "Organizational Status", "Product Diversification" factors related to marketing activities and "Farming Knowledge and Economy", "Input and Product Prices", "Business Opportunities and Government Studies", "Low Competitiveness and Taking Precautions", "Government Support" factors related to production management and business economics were determined. Increasing the marketing power and income of farmers; providing training opportunities, improving marketing infrastructure conditions, and increasing the level of organization and support will make a great contribution.