TAZE SEBZE MEYVE TEDARİK ZİNCRİLERİNDE FİYAT MEKANİZMASINI ETKİLEYEN FAKTÖRLERİN İNCELENMESİ: DAĞITIM KANALI PERSPEKTİFİ

Year 2018, Volume: 15 Issue: 41, 147 - 174, 29.04.2018

Seçil Gülmez , Gül Denktaş Şakar

Abstract

Taze Sebze
meyve tedarik zinciri, ürünlerin dayanıksız olması, mevsimsellik, kısa raf
ömrü, uzun üretim süreçlerine ihtiyaç duyulması, farklı ürün özelliklerine
sahip olmalarının yanı sıra içerisinde çok sayıda aracı bulundurması sebebiyle
diğer birçok tedarik zincirlerinden farklılık göstermektedir. Taze sebze meyve
tedarik zincirinin özellikleri, fiyat seviyeleri ile doğrudan etkisi olan
unsurlarla da bağlantılıdır. Birçok aktörün, bu tedarik zincirleri içerisinde
bulunmalarının yanı sıra bu aktörlerin değişen ihtiyaçları ve beklentileri,
olası kanal içi çatışmalar ve güç ile ilgili sorunların çıkmasına sebep
olabilir. Literatürde, son dönemde, taze sebze meyve tedarik zincirine olan
ilginin artmasına rağmen, özellikle de Türkiye’de, çeşitli aktörlerin bakış
açılarından fiyat mekanizmalarına odaklanmış çalışmalar sınırlıdır. Dolayısı
ile bu çalışma, temel fiyat değişimi mekanizmalarını ve tedarik zinciri
içerisinde bulunan aktörlerin tecrübe edindiği temel problemleri, dağıtım
kanalı ve güç-çatışma teorisi kapsamında incelemeyi amaçlamaktadır. Mülakatlar,
İzmir-Türkiye’de taze sebze meyve tedarik zinciri içerisinde faaliyet gösteren
çeşitli üyelerle gerçekleştirilmiştir. İçerik analizi için nitel analiz
yazılımı (Nvivo) kullanılmış ve mülakatlar yorumlanmıştır. Bulgular, taze sebze
meyve tedarik zinciri üyeleri arasındaki güç ilişkilerini ve çatışma
unsurlarını belirtmektedir. Literatürde de belirtildiği gibi taze sebze meyve
fiyatlarının dalgalanmasına sebep olan çeşitli unsurlar olmasına rağmen, güç ve
çatışma unsurlarının etkisi yadsınamamaktadır. Mülakat sonuçlarına göre, taze
sebze meyve tedarik zinciri içerisindeki en zayıf üye, organize olmamalarından
da kaynaklı olarak ve fiyat seviyelerinin belirlenmesinde de herhangi bir
etkisi bulunmayan, üreticilerdir. Tüccarların, hal komisyoncularının,
endüstriyel alıcıların ve perakendecilerin üreticilere avans vermeleri, yüklü miktarlarda
ürün siparişi vermeleri, üreticileri teşvik etmeleri, ayrıca; üreticilerin
ürünleri satabilmesi ile ilgili endişeleri, üreticilerin nakit ihtiyaçları ve
ürün niteliğinden kaynaklı olarak üreticilerin ürünlerini hızlı bir şekilde
satmak istemesi gibi sebepler ile pazarda hakimiyet kurmaktadırlar. Çalışma
kapsamında, taze sebze meyve tedarik zinciri içerisinde yer alan aktörler
arasındaki ilişkilerin ve ilgili boyutların ortaya çıkarılması amacıyla
kavramsal bir çerçeve sunulmaktadır. 

Keywords

Çatışma, Dağıtım Kanalı, Taze Sebze Meyve Tedarik Zinciri, Mülakat, Güç

AN INVESTIGATION OF THE FACTORS AFFECTING PRICE MECHANISM IN FRESH PRODUCE SUPPLY CHAINS: A DISTRIBUTION CHANNEL PERSPECTIVE

Abstract

Fresh
produce supply chains differ from many other supply chains in terms of the
perishability of a product, short shelf life, seasonability, long production
process, physical specialties etc. as well as a large number of intermediaries
involved. Stated specifications of a fresh produce supply chain are also
interrelated with the factors that have a direct impact on price levels.
Involvement of many actors within these supply chains as well as their changing
needs and expectations may result in the emergence of possible conflicts and
issues related to power. Although there is an increasing interest in fresh
produce supply chains in the recent literature, studies that focus on the
changing price mechanisms from the perspectives of various actors, especially
in Turkey, are limited.  Hence, this
study aims to review the basic price changing mechanisms and identify the main
problems experienced by various actors involved in fresh produce supply chains
through the application of the distribution channel theory and the
power-conflict theory. Interviews
were conducted with various members of fresh produce supply chains in Izmir,
Turkey and a qualitative analysis software (Nvivo) was used for content
analysis and interviews were interpreted.
Findings highlight the power relations and conflict factors between the
fresh produce supply chain members. Although there are various factors which
cause price fluctuations as cited in the literature, power and conflict factors
cannot be neglected. Interview results show that the weakest members in fresh
produce supply chain are the producers, who have no right to determine the
price levels due to their unorganized structure. Merchants, wholesale market
commissioners (WMC), industrial buyers and retailers gain dominance in fresh
produce supply chain for the reasons of paying in advance, providing vast
amount of quantity orders and incentives, concerns of producers regarding no
purchase decisions, cash money requirements of producers, and claim of selling
crops faster due to product characteristics. A conceptual framework is presented in order to
reveal the main links between the actors and the related dimensions in fresh
produce supply chains. 

Keywords

Conflict, Distribution Channel, Fresh Produce Supply Chain, Interview, Power

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