الكفاءة التسويقية لمحصول المانجو بمحافظة الإسماعيلية.

The research aimed primarily to estimate the Marketing efficiency of the mango crop in Ismailia Governorate. The problem of the study was the low Marketing efficiency of mangoes in Ismailia Governorate. To achieve its objectives, the research relied on the use of descriptive and quantitative analysis methods, published and unpublished secondary data, and primary data with a random sample estimated at about 100 merchants in the Abu Khalifa and El-Mostaqbal Markets, and it reached The results indicate that the average area, production, and productivity in Egypt during the period (2000-2021) amounted to about 167.9 thousand feddan, 670.38 thousand ton, and 4.11 ton/feddan, respectively, and in Ismailia governorate it reached about 68.21 thousand feddan, 201.17 thousand tons, and 3.42 tons/feddan, respectively, and with a study The structure of Marketing cost per ton in Market of El-Mustaqbal, Abu Khalifa, and the total study sample for the wholesaler was found to be about 1458, 1530, and 1494 thousand LE, respectively, while for the retailer it amounted to about 2332, 2246, and 2289 thousand LE, respectively. By studying the net Marketing return per ton in Market of El-Mustaqbal, Abu Khalifa, and the total study sample. It was found that for the wholesaler it amounted to 2041, 1969, and 2005 thousand LE, respectively, while for the retailer it amounted to about 3168, 3754, and 3461 thousand LE, respectively. By studying the Marketing difference (producer - consumer) in Market of ElMustaqbal and Abu Khalifa and the total sample, it was found that it amounted to 9000, 9500, 9250 thousand LE, respectively. A study of marketing efficiency showed that it reached 33.68%, 28.08% and 30.78%, respectively. The research recommends reducing the number of intermediaries in the Marketing process, which improves the farmer’s income and provides the product to the consumer at acceptable prices. [ABSTRACT FROM AUTHOR]