Özet:

One of the production sectors in which Turkey has an advantageous position in terms of agricultural production and export potential is fresh fruit and vegetable production group. Being an eye-catching product group in this sector, citrus fruit’s production is being carried on by almost 145.000 enterprises. Primarily produced citrus breeds are orange, mandarin, lemon and grapefruit. Citrus fruits compose %21 of our fresh fruit and vegetable production. In our country, Citrus fruit is produced mostly in Mediterranean, Aegean and partly in Eastern Black Sea Regions. However, %90 of citrus products production is provided from Mediterranean Region. By 2010, citrus production worldwide is 123.755.750 tons. %56 of this production consists of oranges. According to 2010 data in our country, 1.710.500 tons of orange is being produced on 53.236 hectares of area. In this study, it was aimed to find the basic factors that are affecting orange producers’ orange marketing. Kaiser-Mayer-Olkin (KMO) parameter of the factor analysis had been found as 0,682. Thus, it had been appropriate for data set factor analysis. As a result of the factor analysis, 7 factors had been found of which eigenvalues are higher than 1. By using Verimax rotation, the variances had been secured to be appointed to appropriate factors. Sum total of the percentage of variance of these acquired factors (Foreign Market Development, Introduction and Organizing Activity, Demand and Price Stability, Domestic Marketing Organization, Branding, Market and Marketing Knowledge, Cultivation Knowledge) is 70,660. In other words, %70,66 of the sum variation can be explained by these factors. In the examined orange producer farm holdings, dependency ratio in other words, factor loading between foreign market development factor and need to New markets such as availability and development of foreign marketing opportunities is found rather high as 0.819.

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