Olive Marketing Analysis in Northern Iran: Marketing Margins and Indices

Abstract

This study investigated olive marketing channels, margins and indices at Iran's olive trade center namely Guilan province, northern Iran. For this purpose, marketing margin, share of marketing agents, marketing cost coefficient and different types of efficiency in olive market were calculated. The required data set were collected through survey using a questionnaire and simple random sampling on 2017. Results revealed that there were eight different marketing channels in the olive market of Guilan province. Average wholesale and retail margins were 11500 and 31870 Rials, respectively. The average wholesalers' share from the retail price was 9.59%. Also, the average retailers' share from the final product price (retail price) was 26.57%. The average marketing cost coefficient was 20.29%. The highest and lowest overall efficiency in olive marketing channels were 49.78% and 27.56%. Policy solutions should lead to increased marketing services and significant impact of these costs on the marketing margin in the olive market of Guilan province.