Original scientific paper

https://doi.org/10.31727/gzb.40.5.2

Structure of the apple supply chain and analysis of relationship between supply chain members

Željka Mesić ; Sveučilište u Zagrebu Agronomski fakultet
Ana Jezidžić ; Sveučilište u Zagrebu Agronomski fakultet
Marina Tomić ; Sveučilište u Zagrebu Agronomski fakultet
Lari Hadelan ; Sveučilište u Zagrebu Agronomski fakultet

Abstract

The aim of this paper was to determine the structure and condition of the apple supply chain and to analyze the relationships between chain members. The survey was conducted on a sample of 50 apple producers and 10 buyers (distributors). Distribution of apple to consumers can be undertaken using direct and indirect channels. Direct sales to consumers include selling apples on the family farm and doorstep delivery while indirect sales channels include selling apples to small private fruit store and distributors. Apples from the small private fruit stores are placed directly to the consumers, while the apples from distribution centers are sold to the city markets, small grocery shops near the residence and supermarkets. Analyzing the overall cooperation between supply chain members it can be conclude that producers are the most satisfied stakeholders. The least degree of satisfaction is determined in relationship between distributors and retailers. The most present problems that producers face selling apples are low purchase price, payment procedure and payment deadlines. The most serious problems expressed by buyers (distributors) in relationship with apples producers are un- satisfied delivering accuracy, apples quality, and ignorance of the agreement. The most important problems seen by distributors in relationship with retailers are disagreement to achieve acceptable sales price and too high apples quality standards. According to the findings it can be concluded that there are significant differences between the satisfaction perceptions of relationship between producers and other market intermediaries of the apple supply chain. In order to increase performance of apple supply chain, it is necessary to (1) operate in accordance with the law which define the terms of fulfillment of the financial obligations, (2) legally regulate use of unfair trade practices (exploitative contracts, high rebates, short delivery deadlines, return of unsold goods), (3) improve communication and develop trust-based partnerships. Results can be used as theoretical basis to all respondents those whose companies were participated in the survey in a way to encourage them to based on identified problems take certain measures to improve the performance of their supply chains.

Keywords

apples market; Croatia; supply chain; relationship

Hrčak ID:

188461

URI

https://hrcak.srce.hr/188461

Publication date:

27.10.2017.

Article data in other languages: croatian

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