Publication: Türkiye’de fındık üretiminde yeni ürün geliştirme süreci ve bir uygulama
Abstract
Dünya fındık üretiminin yaklaşık %75’ini Türkiye karşılamaktadır. Buna rağmen, ülkemizde fındık ürünlerinin hem yurtiçi hem de yurtdışı satışlarının büyük bölümü hazır (işlenmemiş) fındık şeklinde pazarlanmaktadır. Bu nedenle, fındık ülke ekonomisine yeterli düzeyde katkı yapamamaktadır. Fındık ve ürünlerinden istenilen düzeyde yararlanabilmek için fındık ürünleri üretiminde yeni ürünlerin geliştirilmesi gerekmektedir. Bu çalışmada, pazarlama ve tarımsal pazarlama ile ilgili kavramlar ele alınarak, fındık hakkında verilmiş, dünyada ve Türkiye’de fındık üretimi ele alınarak, yeni ürün geliştirme süreci detaylı olarak incelenmiştir. Ayrıca, fındık üretiminde yeni ürün geliştirme süreci ile ilgili olarak fındık ürünlerini işleyen işletmelerle anket yapılmıştır. Fındık üretiminde lider konumda olan ülkemizin, katma değer yaratarak fındık ürününden daha fazla düzeyde yararlanabilmesi için, fındık ürünleri işleyen işletmelerin öncelikle müşterilerin ihtiyaç ve beklentilerini belirleme ve bu doğrultuda pazarın ihtiyacına uygun ürün geliştirmesi incelenmektedir. Pazarlama 2) Tarımsal Pazarlama 3) Fındık 4) Fındık Üretimi 5) Ürün 6) Yeni Ürün Geliştirme
75% of the global hazelnut production is made by Turkey. In spite of that, majority of both domestic and international sales of hazelnut products of our country is marketed in ready (unprocessed) condition. Therefore, hazelnut cannot contribute to the country’s economy in the desired amount. New products must be developed in the hazelnut products production in order to benefit from hazelnut and its products in the desired level. In this study, general information is given about the hazelnut in consideration of concepts with regard to marketing and agricultural marketing and the new product development process is examined in detail considering the hazelnut production of Turkey and the rest of the world. Besides, hazelnut processing enterprises were subjected to surveys with regard to new product development process in hazelnut production. In order for our country, the leading hazelnut producer, to benefit from the hazelnut product with more added values, the enterprises processing hazelnut products should primarily assess the needs and expectations of the customers and develop products for the needs of the market accordingly. Marketing 2) Agricultural Marketing 3) Hazelnut 4) Hazelnut Production 5) Product 6) New Product Development
75% of the global hazelnut production is made by Turkey. In spite of that, majority of both domestic and international sales of hazelnut products of our country is marketed in ready (unprocessed) condition. Therefore, hazelnut cannot contribute to the country’s economy in the desired amount. New products must be developed in the hazelnut products production in order to benefit from hazelnut and its products in the desired level. In this study, general information is given about the hazelnut in consideration of concepts with regard to marketing and agricultural marketing and the new product development process is examined in detail considering the hazelnut production of Turkey and the rest of the world. Besides, hazelnut processing enterprises were subjected to surveys with regard to new product development process in hazelnut production. In order for our country, the leading hazelnut producer, to benefit from the hazelnut product with more added values, the enterprises processing hazelnut products should primarily assess the needs and expectations of the customers and develop products for the needs of the market accordingly. Marketing 2) Agricultural Marketing 3) Hazelnut 4) Hazelnut Production 5) Product 6) New Product Development