Quality-Based Marketing Channel Preferences Among Cherry Growers: A Case Study from Sultandağı, Afyonkarahisar, Türkiye

The main objective of this study was to analyze cherry growers’ marketing channel preferences based on quality attributes. Additionally, the study examined marketing channels and sales prices according to the quality levels of cherry varieties. The primary material of the research consisted of data obtained through surveys conducted with 103 cherry growers operating in the Sultandağı district of Afyonkarahisar. Farmers were categorized into three groups based on farm size, and the data were analyzed using descriptive statistics. The findings indicated that the quality level of cherries had a decisive impact on both the sales price and the choice of marketing channel. High-quality cherries were found to be sold at premium prices and primarily supplied to the market through export firms and brokers. In contrast, medium-quality cherries were unable to enter export channels and were mostly directed toward domestic merchants and the processing industry via brokers. Low-quality cherries were largely diverted to the processing industry, with limited marketing options. Of the total cherry supply, 52% was directed to export firms, 20% to the domestic market, and 28% to the industrial sector. Regarding varietal analysis, Ziraat 0900, Regina, and Royal King varieties were predominantly exported, whereas Gılli, Karaballı, and Akcıllı varieties were mostly utilized in the industrial sector, reflecting a distinct quality-based structural differentiation. The results demonstrated that a quality-driven marketing structure exists in the cherry sector, and quality level is a primary factor determining growers' access to high-value-added markets. Furthermore, farm scale was found to influence marketing success, with large-scale growers accessing more advantageous channels. In conclusion, developing quality-oriented production strategies is of critical importance for increasing grower income levels and enhancing competitiveness in international markets.