Estimating of market power and marketing margin in the Iranian horticultural products market using the non-structural approach of Lerner index (Case study of apple product)

In this study, the market power in the marketing chain and the marketing margin of apple products in the Iran have been investigated. The share of the farm in the price paid by the consumer is often considered as an indicator of the relative health of the agricultural sector, which is called the marketing margin. One of the reasons for the large marketing margin is the presence of market power in the supply chain of agricultural products, so according to The importance of apple product for the agricultural sector of the country, as apple has the first rank of production in the country, in this study, using the time series data of the years 1394-1399, which was extracted from the statistics center and ministries of agricultural jihad, it has been tried to Measuring market power and marketing margin using Lerner index and mark-up model, The results of the study show that during the period under review, about 56% of the total price paid by consumers for each kilogram of apples was obtained by wholesalers and retailers, and in the supply chain of apple products, these retailers have more market power. And the results show that the presence of market power in the apple product supply chain has caused the price paid by the consumer to be about 2.4 times the price received by the producer.