Analysis of Factors Affecting Corn Seed Preferences of Producers: Case of Sakarya Province, Turkey

Öz

This research was carried out in 8 districts representing approximately 91.92% of corn production in Sakarya province. In the sampling of the study, the formula developed for limited populations of the simple random sampling method was used. The main material of the research is the data obtained from the questionnaires made with 261 corn producers. Determining the factors affecting the corn seed preferences of the producers is extremely important in terms of establishing the targets of the corn breeders and the marketing strategies of the seed suppliers in the market. In order to measure the attitudes of corn producers towards corn seed preferences, factor analysis was conducted to test 88 judgments were gathered under more specific factors. It was determined that the producers in the Söğütlü district of Sakarya found the factors of consumption expectations 2.11 times more important and the factors of vegetative characteristics of the variety 10.5 times more important than the producers of other districts. According to the producers in Ferizli district, it was determined that vegetative characteristics were 16.2 times more important factors and expectations of consumption were 5.14 times more important factors compared to other district producers. The 29 propositions in the first grouping that named "The Importance Level of the Producers to Corn Breeding, Education and Corn" were collected in 9 different factor groups. The 21 propositions in the second grouping that named "The Importance Level of Environmental and Vegetal Characteristics in Variety Preference" were collected in 7 different factor groups. The 18 propositions in the third grouping that named “The Importance Level of Expectations of the Manufacturers from the Product and the Firms” were collected in 6 different factor groups. And the 20 propositions in the last grouping that named "The Corn Seed Packaging Technical Specifications and Technical Information Content Significance Level" were collected in 5 different factor groups. For manufacturers, to give a company's guarantee for seeds, to take care of producers after sales, to set up demonstrations in the target areas, to make inspections in field after planting, etc. issues are more important than to distribute promotions, to organize fairs travels and to use eye-catching packaging etc. issues.

Anahtar Kelimeler

• Seed market
• Seed marketing
• Market share
• Purchase behavior
• Producer tendencies

Üreticilerin Mısır Tohumu Tercihlerini Etkileyen Faktörlerin Analizi: Sakarya İli Örneği

Öz

Bu araştırma, Sakarya ili mısır üretiminin yaklaşık %91.92'sini temsil eden 8 ilçede gerçekleştirilmiştir. Araştırmanın örneklemesinde, sınırlı popülasyonlar için geliştirilmiş olan basit tesadüfi örnekleme yöntemi kullanılmıştır. Araştırmanın ana materyalini 261 mısır üreticisi ile yapılan anketlerden elde edilen veriler oluşturmaktadır. Üreticilerin mısır tohumu tercihlerini etkileyen faktörlerin belirlenmesi, mısır yetiştiricilerinin hedeflerinin ve tohum tedarikçilerinin pazardaki pazarlama stratejilerinin oluşturulması açısından son derece önemlidir. Mısır üreticilerinin mısır tohumu tercihlerine yönelik tutumlarını ölçmek amacıyla faktör analizi yapılarak daha spesifik faktörler altında toplanan 88 yargı test edilmiştir. Sakarya ili Söğütlü ilçesindeki üreticilerin diğer ilçelerdeki üreticilere göre tüketim beklentileri faktörlerini 2.11 kat, vejetatif özellik faktörlerini ise 10.5 kat daha önemli buldukları belirlenmiştir. Ferizli ilçesindeki üreticiler için ise diğer ilçe üreticilerine göre bitkisel özelliklerin 16.2 kat, tüketim beklentilerinin ise 5.14 kat daha önemli faktörler olduğu belirlenmiştir. Üreticilerin, mısır yetiştiriciliğine, eğitimine ve mısıra verdikleri önem düzeyi adlı birinci gruplandırmadaki 29 önerme burada 9 ayrı faktör grubunda, çevresel ve bitkisel özelliklerin çeşit tercihindeki önem düzeyi adlı ikinci gruplandırmadaki 21 önerme 7 ayrı faktör grubunda, üreticilerin üründen ve firmalardan beklentilerinin önem düzeyi adlı üçüncü gruplandırmadaki 18 önerme 6 ayrı faktör grubunda ve mısır tohumluk ambalajı teknik özellikleri ve teknik bilgi içeriği önem düzeyi adlı son gruplandırmada ise 20 önerme 5 ayrı faktör grubunda toplanmıştır. Firmalar için uygulaması kolay olduğundan sık sık yapılmakta olan promosyonlar dağıtmak, fuar ve gezi organizasyonları düzenlemek, göz alıcı ambalaj kullanmak vb. gibi hususların esasen üretici nazarında firmanın sattığı tohumluğa garanti vermesi, satış sonrası da üreticiyle ilgilenmesi, hedef bölgede demonstrasyonlar kurması, ekim sonrası tarla kontrolleri yapması vb. gibi hususlar kadar önem arz etmediği belirlenmiştir.

Anahtar Kelimeler

• Tohum pazarı
• Tohum pazarlaması
• Pazar payı
• Satın alma davranışı
• Üretici eğilimleri.

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