Marketing Margin Analysis of Jujube (Case Study: Birjand)

Among Medical products, jujube (Ziziphus jujuba Mill.) is very important due to its very high nutritional value. Jujube as one of the most valuable medicinal plants can play an important role in Iran's non-oil exports. In spite of this fact, unfortunately, the production, distribution and marketing of this product are confronted with a number of obstacles. Therefore, this study can help for identifying the market layers challenges of this product in accordance with the production. Since, the retail price has a significant effect on the marketing margin, if the margin control and preventing its increase is desired, it is necessary to adopt appropriate strategies as applying continuous monitoring, and avoid volatility and rising of prices. It seems the pattern of changes in retail jujube prices is similar to the pattern of changes in producer prices. The retail-margin function is influenced by retail price, retailer cost and the wholesale margin. The results of estimating of the marketing margin function indicate that the marketing margin have a direct relationship with the retail price.