The Effects of Spatial and Temporal Decisions on Orange Marketing in Babol County

Introduction: Due to the fact that farmers are in the surrounding factors such as cultural, social and economic environment, these factors can influence the attitudes and decisions to accept or reject the innovation. Farmer`s opinion over time, also, have a significant role in making new decisions. Therefore, absent a model which would assess the temporal and spatial factors in the decision - making process by growing citrus is strongly needed. This study aims to identify and measure the factors affecting the sales channel chosen by farmers and considers the impact of neighboring on farmers’ decisions using the spatial probit model and finally provides some strategies to improve and increase the efficiency of distribution channels in the product market. One of the aims of this research is to assess the effects of accumulated decisions in the minds of farmers on the choosing of marketing channel. Another innovation of this study is evaluating the spatial factors on orange marketing which examines the effects of diffusive decisions in adjacent villages. Materials and Methods: The data used in this study were collected by questionnaire form 99 gardeners in 9 villages in Babol in 1391-92. In this paper, three distribution channels including retail, sales to middle man and sales to whole sale are evaluated at Babol County. For testing these three channels, probit panel data and spatial approach were used. Therefore, in this model the effects of age, experience, education, amount of sales, price, spatial and temporal effects variables have been modeled. To get the spatial effects, the weighted contiguity matrix was used. Results and Discussion: Age has a positive effect on wholesale approach. In sales to middleman approach, age has also positive effect, but its effect is more than wholesale and retail, because as the age increased, risk acceptance decreased. In retail, this variable (age) has a negative effect. In this way, due to higher marketing costs, the more sales time and the higher risks, with increasing of age, the less the tendency of farmers to sell to retail. With higher education, the probability of broker method increased, however, the wholesale and retail approaches will decrease. As the variable increases, the probability of choosing a wholesale than retail method increased as well. Orchardist age increases the probability of deselect a wholesale and not retail method. If the orchards have more citrus to sell, the change of choosing wholesale and