Orange marketing effectiveness analysis in turkey

One of the production sectors in which Turkey has an advantageous place in respect of agricultural production and export potential is fresh fruit and vegetable production group. Citrus fruits production which is a remarkable production group of this sector has been maintained in about 145 thousand companies. Major citrus fruits types are orange, mandarin, lemon, and grapefruit. Our country's production advantage provided by ecological conditions and its geographical location not being assessed adequately in domestic and foreign market and market problems being at the top of the agenda make the studies for the solution of aforementioned problems important. The wish for having a voice in agricultural products in world trade advances as a common purpose of countries that have similar production structure and potential. This situation brings up the importance of a sustainable marketing understanding that becomes widespread in the world and requires the subject to be assessed in respect of citrus fruits which have an important place in fresh fruit and vegetable sector in respect of export income. In this study, it is aimed that orange marketing efficiency in Turkey to be determined in the level of producer and a contribution to be made for creating policies in respect of development of marketing facilities. For this purpose, cities located in Mediterranean Region of Turkey such as Adana, Antalya, Mersin, and Hatay in which orange production concentrates are considered as the area scope of the study. In the study, primary data acquired by the implementation of survey that was carried out by face to face interview method with 145 orange producer are used. The selection of a model establishment is determined according to stratified sampling method. Analysis and evaluation of micro data acquired in the level of producer is implemented on SPSS 18.0 program. Simple Descriptive Statistics, Likert Scale, Factor Analysis, Logistics Regression Model, and Data Envelopment Analysis are implemented as data analysis method in the research. According to the results acquired, it is seen that orange producers have a profile which concentrates on age 51 and 8,4 education years and turns toward jobs other than agriculture in the level of 30.3 %. In the judgments towards orange marketing, "Branding and trademark value are important in the product" comes into the picture with 4,18 average and 1,013 standard deviation value. The most important problem in orange marketing is determined as "Price Instability" with 35,2%. The lack of knowledge level for marketing and services in orange establishments is seen as another important problem. On the other hand, it is reflected in the results that 78,2% of orange producers do not have an infrastructure that can carry out marketing services. In the analysis of factors affecting producers' orange marketing, "Foreign Market Development", "Promotion and Organization Activity", "Demand and Price Stability", "Domestic Marketing Organization", "Branding", "Market and Market Knowledge", "Farming Knowledge" are determined. In the analysis of orange marketing efficiency, marketing efficiency level of producers in the current conditions is found low. At this point, the method of orange sale and the individual or point to which the sale is implemented are seen as variables that increase marketing efficiency. In this respect, it is determined as a result that while the possibility of producers selling their products to an exporter merchant increases marketing efficiency in the rate of 80%, the possibility of sale method being time bargain increases the efficiency in the rate of 74%. Key Words: Orange, marketing efficiency, factor analysis, data envolopment analysis, logistic regression, Turkey.