Marketing Mechanisms for Yemeni Agricultural Products in the Local and Foreign Markets: A Field Study"

Abstract

This study aimed mainly at evaluating the mechanisms used in marketing Yemeni agricultural products and identifying the most prominent problems and obstacles facing the marketing of these products in the local and foreign markets. And to submit proposals to activate the activity and marketing mechanisms of Yemeni agricultural products in the local and foreign markets based on the results of the study. In this study, the researchers relied on the analytical descriptive method and used the questionnaire as a tool for collecting preliminary data from the research sample items from the administrative and specialized leaders in the official and private agricultural institutions related to agricultural marketing and the marketing intermediaries for the agricultural products of Yemen. The results of the study showed that the evaluation of the vocabulary of the research sample - from the category of administrative leaders and specializing in the field of agricultural marketing in the Yemeni agricultural institutions - to the mechanisms used in the marketing of Yemeni agricultural products, generally came to an average (medium), while the degree (low or weak) of the mechanisms related to pricing and the distribution of Yemeni agricultural products. The evaluations of the sample of the research sample - from the category of marketing intermediaries of the Yemeni agricultural products - to these mechanisms in general were (weak), and came (medium) for the mechanisms related to the distribution of Yemeni agricultural products. The results of the study showed that there are many problems and obstacles that are related to the various marketing mechanisms of Yemeni agricultural products from the point of view of the vocabulary of the research sample from two categories: administrative leaders and specializing in agricultural marketing, and marketing intermediaries for these products. The study concluded by presenting a set of recommendations that would increase the efficiency of the marketing activities of the Yemeni agricultural products in the local and foreign markets in a way that achieves a competitive advantage for these products and meets the needs and requirements of the customers of these products in the internal and external market with the appropriate quality and in the appropriate form at the right time and at the right price.