Identifying the Difficulties of Horticultural Product Distribution Channels (Case study: The Central Fruit and Vegetable Organization of Tehran Province)

The challenges and disadvantages of distribution channels diminish the effectiveness and efficiency of distribution channels, which affects the profits for distributors, manufacturers, and reduces customer satisfaction. Therefore, the purpose of this study is to investigate the problems of the distribution and marketing of these products. This study was conducted using a qualitative research method and a semi-structured interview to analyze the main research problems. It is a case study, and its statistical population consists of the managers of the Organization of Fruit and Vegetable Fields and several managers of transportation and horticultural products distribution companies in Tehran. The sample consists of 18 managers, selected using the snowballing method. Data was collected via a semi-structured interview. The results showed the problems of distribution and marketing channels are categorized into two categories of direct and indirect. Direct factors are including transportation, warehousing, maintenance, and distribution. Indirect factors are including imports, traditional agriculture, and enforcement policies. The results also showed that unconditional mediators, lack of a formal and regulated distribution system, and worn and inefficient transportation systems are significant problems of horticultural product distribution channels.