تحلیل چالش‌های عمده بازاریابی تنباکو در سکونتگاه های روستایی استان خراسان رضوی(مطالعه موردی: دهستان بقمچ، شهرستان چناران)

مطالعات برنامه ریزی سکونتگاه های انسانی

مقاله 3، دوره 15، شماره 2 - شماره پیاپی 51، تیر 1399، صفحه 373-390   

نوع مقاله: مقاله پژوهشی

نویسندگان

مریم قاسمی^{* 1}؛ سید رضا حسینی کهنوج²

¹استادیار گروه جغرافیا، دانشگاه فردوسی مشهد، مشهد، ایران

²دانشجوی دکتری جغرافیا و برنامه‌ریزی روستایی، دانشگاه فردوسی مشهد، مشهد، ایران

چکیده

از آنجا که بخش قابل توجهی از مشکلات بخش کشاورزی در مناطق روستایی به زنجیره ارزش و حلقه‌های انتهایی آن یعنی بازار محصولات کشاورزی مربوط می‌شود، پژوهش حاضر به شناسایی مهمترین چالش‌های بازاریابی تنباکو از دیدگاه تنباکوکاران می-پردازد. منطقه مورد مطالعه قطب تولید تنباکو در استان خراسان رضوی، یعنی دهستان بقمچ شهرستان چناران است. روش تحقیق توصیفی و جامعه آماری شامل 512 تنباکوکار است که به کمک فرمول کوکران 110 تنباکوکار به عنوان نمونه تعیین و پاسخگویان به صورت تصادفی انتخاب و در تکمیل پرسشنامه تحقیق مشارکت نمودند. در این تحقیق به کمک مطالعات گسترده اسنادی و مصاحبه‌ با صاحبنظران و تنباکوکاران، 37 چالش اولیه شناسایی و در طیف لیکرت به کمک پرسشنامه سوال گردید. پایایی ابزار تحقیق با 703/0=α و روایی سازه ای آن با 79% واریانس در تحلیل عاملی تاییدی مورد تایید قرارگرفت. نتایج تحلیل عاملی اکتشافی نشان داد چالش‌های شناسایی‌شده ذیل 10 عامل اصلی با 86/81 درصد واریانس تبیین شده قرار گرفت. «ضعف اطلاعات کشاورزان در زمینه بازاریابی محصول» با 09/17، «عملکرد ضعیف سازمان‌های متولی» با 66/12 و «ضعف ساختار سازمانی در قیمت گذاری محصول» با 11/9 درصد واریانس به ترتیب سه چالش اساسی بازاریابی تنباکو می‌باشند. بررسی‌ها نشان می‌دهد ده چالش عمده شناسایی‌شده در بازاریابی تنباکو، موجب استثمار کشاورز در این نظام نامتعادل گردیده‌است، لذا با توجه به اینکه تنباکو از شرایط متفاوتی به لحاظ قانونی در بحث بازاریابی چه در داخل و چه در خارج از کشور برخوردار است، اتخاذ تدابیری مناسب جهت رفع چالش‌های ده گانه شناسایی شده در این مطالعه ضروری است.

کلیدواژه‌ها

بازاریابی؛ تنباکو؛ استان خراسان رضوی؛ شهرستان چناران؛ دهستان بقمچ

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