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Structure and Performance of the Retail Outlets of Honey in the Kingdom of Saudi Arabia

Food and Nutrition Sciences 2014年第13期5卷 1168-1176页

作者： Ahmed A. Al-Ghamdi abdu zulail Nuru Adgaba Department of Agricultural Economics College of Food and Agriculture Science King Saud University Riyadh KSA Department of Plant Protection College of Food and Agriculture Sciences King Saud University Riyadh KSA

The study aimed at analyzing the most important factors affecting the retail marketing of honey in Saudi Arabia. Cross sectional survey was employed using field interview (direct contact) with a random sample of 343 retail outlets represented all its forms and patterns in seven major cities in Saudi Arabia. Measurements like market share, Gini coefficient and Herfindahl Hirschman Index (HHI) were used to estimate the indicators of market structure and its performance. The result showed that the structure of honey retail market is generally closer to pure competition with a small concentration in some areas. Gini coefficients of concentration, as well as the values of the Herfindahl Hirschman Index (HHI) were relatively low for retailers. The average marketing margin was about SAR 6.4/Kg for local honey while the marketing margin of imported honey was about SAR 113/Kg. The high profit margin variation between local and imported honey is due to the high marketing costs, lower supplied quantity and higher demand for local honey. The estimated cost of marketing of onekilogram of honey was about 8 SAR at the retail level. From retailers’ point of view, low quality, lack of marketing services, improper display, high rental property, lack of knowledge and experience of the consumer about properties and quality characteristics honey, high prices and shortage of some varieties of honey in some specific season are the most important problems of honey marketing in the Saudi market. Setting priorities between different brands of honey plays a noticeable role in marketing. Some honey producers and traders were very concerned about unfair competition of honey market through high promotion as a brand based on their long history in the production and supply of high-quality varieties of honey from specific and well-known varieties. Hence, intensive awareness creation effort through training, exhibition, media and advertisement are required to improve the perception of consumers towa

关键词： Honey Marketing Performance Retail Outlets Structure Saudi Arabia

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Factors That Affect Consumption Patterns and Market Demands for Honey in the Kingdom of Saudi Arabia

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Food and Nutrition Sciences 2014年第17期5卷 1725-1737页

作者： Sobhy Ismaiel Safar Al Kahtani Nuru Adgaba Ahmed A. Al-Ghamdi abdu zulail Department of Agricultural Economics College of Food and Agriculture Science King Saud University Riyadh KSA College of Food and Agriculture Sciences King Saud University Riyadh KSA

Despite the significant annual consumption of honey in Saudi Arabia, information gaps remain with regard to the marketing and market structure of honey along the value chain. This study analyzed the major factors that influenced the consumption, expenditure patterns, and demand of honey in Saudi Arabia. This study forecasted the near-future expected market demands for honey in Saudi Arabia by collecting and analyzing the primary data using questionnaires. A total of 331 respondents from representative regions and large cities were randomly selected and interviewed. The data were analyzed using qualitative and quantitative methods as well as appropriate econometric models. Respondents characterized honey quality using organoleptic words, and these characterizations varied based on the relative significance of perception parameters. Taste, aroma, physical state, and color had aggregated average scores of 4.58, 4.44, 3.54, and 3.28, respectively. In addition to the above parameters, honey source, brand name, and confidence in the producers influenced its perceived quality. The major outlets for honey in Saudi Arabia included producers, specialized honey stores, and auction markets in major cities during the harvesting seasons. Medication, food, and sweetening were the major motivations for buying honey in the Saudi market, with aggregate scores of 4.52, 3.71, and 1.52, respectively. Significant honey price variations were observed within and among different honeys and packaging volumes;this finding might be due to factors such as botanical and geographical origins, package volume size economics (i.e., bulk purchases), honey variety blending, brand names, and producer policies. The average price of locally produced honey was approximately $73 per kg, which is 10 times more than the average price of honey in the US and the EU. The estimated consumption/income elasticity was 0.27. These results suggest that honey is a basic commodity in Saudi Arabia. Based on econometric

关键词： Honey Consumption Patterns Demand Forecasting Honey Quality Elasticity Marketing Deficiencies

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