




































AGORA International Journal of Economical Sciences, http://univagora.ro/jour/index.php/aijes 

ISSN 2067-3310, E-ISSN 2067-7669 

Vol. 18, No. 2 (2024), pp. 11-27 

 

11 
 

MARKETING PROBLEMS IN AGRICULTURE: ESPECIALLY IN THE 

FIELD OF GRAPE FARMING 

 

N. N. ABBASOVA, T. A. SHEYDAI 

 

Nurana Namik Abbasova1, Turkan Ali Sheydai2 

1 2Azerbaijan State Oil and Industrial University, Management Department, Azerbaijan 
1 https://orcid.org/0000-0003-2034-7629, E-mail: nuraneabd98@gmail.com  
2 https://orcid.org/0000-0002-2106-7883, E-mail: turkan90sheydai@gmail.com           

 

Abstract: Purpose. The main purpose of the research study is to compare viticulture, 

one of the leading branches of Azerbaijani agriculture, in the world market and to develop this 

field by eliminating the marketing problems that arise during the analysis. Need for the study. 

The concept of marketing in agriculture includes all the activities in the process of preparation, 

standardization, storage, delivery to the market and finally delivery of the agricultural product, 

starting from the quantity and quality of the product to be produced by the producer. Recent 

times, the growing demand for food due to population growth has led to an increase in the 

demand for agricultural products. What needs to be done at this point is that agricultural 

producers can influence market demand with proper marketing efforts. Because the awareness 

of consumption of natural agricultural products affects the choice of products and purchasing 

behavior of consumers, and the reason for this is the presence of chemical substitutes for 

agricultural products in many countries.  Methodology. The data required for the article were 

collected by survey method. Then, the statistical relationships of the data collected by the 

survey method were investigated.  Findings. As a result, important problems of marketing of 

agricultural products were discovered in a number of regions of Azerbaijan. Practical 

Implications. Advertising factors were seen as the main negative effect during the research. It 

was recommended that work be done in this direction. 

Keywords: agriculture marketing; farming; development; agricultural economy; 

environmentally sensitive 

 

INTRODUCTION  

It is obvious that agricultural marketing refers to a system that includes processes such 

as purchase, sale and distribution of agricultural products and so on. It includes activities such 

as identifying consumer needs, promoting products, determining prices, advertising products, 

transporting, storing and distributing goods. Agricultural marketing is an important part of the 

agricultural industry for most countries in the world and plays an important role in the economy 

of many countries. Therefore, marketing and agriculture are closely related, and marketing 

plays an important role in the success and profitability of the agricultural industry. First of all, 

it can be noted that marketing is an important and integral part of market-oriented production, 

which realizes the production of agricultural products that meet the needs of customers. That 

is, by understanding customer demand, farmers can produce products that are more likely to 

sell at a fair price. Marketing, on the other hand, helps farmers differentiate their products from 

competitors in the marketplace by emphasizing quality, sustainability, or other unique features.  

https://orcid.org/0000-0003-2034-7629
mailto:nuraneabd98@gmail.com
https://orcid.org/0000-0002-2106-7883
mailto:turkan90sheydai@gmail.com


MARKETING PROBLEMS IN AGRICULTURE: ESPECIALLY IN THE FIELD OF GRAPE 

FARMING 

12 
 

Thanks to this, farmers will stand out in a crowded market and offer products at a higher 

price. Effective marketing can help farmers introduce their products to new markets, both 

domestically and internationally. At the same time, marketing can help farmers improve their 

distribution channels, making it easier to market their products and increase sales, which means 

working with wholesalers, retailers and other intermediaries to ensure that their products reach 

customers in a timely and efficient manner. 

It is also important to know the problems in this area after marking the importance of 

marketing in agriculture. If we look at the agricultural marketing of countries around the world, 

one of the most important problems is the price variability. The reason for this change is the 

issue of supply and demand, due to changes in weather conditions and other factors. Economic 

and environmental variating such as economic and environmental variations can effectively 

implement and manage production and marketing strategies. Another problem is little or no 

market information. That is, farmers cannot have modern market information. However, this 

information helps to produce, and decide where to be sold products. Problems in quality and 

standardization are also reflected in agriculture. Thus, in many cases, agricultural products are 

sold based on the quality and standards owned by small farmers. These standards (equipment, 

training and infrastructure) emerge large problems when small farmers do not respond. One of 

the main problems of agricultural marketing is the presence of market competition. Because 

farmers and agribusinesses enter the market, the competition in agriculture is growing and it 

can make them difficult to sell their products at a fair price. Consumers require a continuous 

growing product and weaken the production of organic and other sustainable agricultural 

products that can be difficult for manufacturing and marketers. 

In many developed countries, industrial agriculture, characterized by large farms and 

high-yield production systems, dominates, and this process is gradually spreading to 

developing countries. GM crops, which are widely accepted in the United States and many 

other countries, remain a controversial issue in some countries due to their negative effects on 

the environment (Masters and Nelson 1995). A number of world researchers have mentioned 

the high post-harvest losses in agricultural fields in their countries, as well as in countries 

around the world, and have attributed these problems to farmers' lack of market information 

and weak marketing infrastructure (Jemal and Genet 2019). While discussing marketing 

challenges, lack of market information and poor road networks have led to significant losses 

of agricultural produce (Njaya 2014). Miljkovic (2015) says that most countries' food security 

efforts are based on the availability of supplies. Households in agricultural areas invest more 

in agriculture than in areas with less agricultural potential (Daidone et al. 2019). Dani Rodrik 

(2011) professor of economics at Princeton University, has conducted valuable research on 

emerging and existing problems in agricultural marketing worldwide. In his studies, he 

emphasizes that the development of the field as a solution to the problem in the field of 

agriculture will be provided by the joint activity of the public and private sectors. Amartya Sen 

(1999), an Indian economist and Nobel Prize laureate, draws attention to the problems of 

valuation and product standards in agricultural marketing in his research. In its study, the 

importance of applying a fair and transparent product standards and evaluation system is 

brought to the fore. 

While investigating this area, it turned out that the views on agricultural marketing vary 

depending on the individual's field and experience. For example, according to scientists, 



Nurana Namik ABBASOVA, Turkan Ali SHEYDAI 

 

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marketing is a critical component of the agricultural industry. Emphasizing the importance of 

use of information and scientific research, it is important to inform market trends and marketing 

decisions such as clear consumer choices. They also note that the role of marketing in 

promoting continuous agricultural practices such as waste reduction, increase efficiency and 

minimizing the environmental impact. According to scientists, agricultural marketing causes 

environmental degradation such as deforestation, soil erosion and water pollution. To solve 

these types of problems, marketing should prioritize practices that minimize these effects. They 

say that agricultural products must be safe for human consumption and contain no harmful 

contaminants, pesticides or antibiotic residues. Economists view agricultural marketing 

primarily through the lens of supply and demand. In other words, they say that efficient markets 

are essential, where information flows freely between buyers and sellers and where prices 

reflect the true value of agricultural products. On the other hand, they note that marketing has 

the potential to create market distortions and exacerbate income inequality for smallholder 

farmers. In addition, economists emphasize the importance of government policies and 

regulations to ensure that markets are fair and competitive. Marketers emphasize the 

importance of identifying target markets, developing effective advertising and promotion 

strategies, and building strong relationships with customers. That is, they see agricultural 

marketing as an important tool for farmers and agribusinesses to promote their products and 

increase brand awareness. According to marketers, digital platforms are the biggest chance for 

farmers in the era of digitization. 

 

Introduction to agricultural marketing and agricultural economy 

Any economic activity aimed at the production of plant and animal products or making 

these products more valuable is included in the definition of agriculture, and according to this 

definition, forestry and fishing is also included in the scope of agriculture. In other words, 

agriculture is the process of producing plant and animal products, improving their quality and 

effectiveness, protecting these products under appropriate conditions, developing them and 

putting them on sale. Agriculture has an important place in the economy. In recent years, as in 

all fields, marketing problems have emerged in the field of agriculture, and this has made the 

science of Agricultural Marketing more important than other disciplines included in its scope 

(Topcu 2004). Economic aspects of micro and macro economy are analyzed in agricultural 

economics. Issues aimed at improving agriculture in the country, regulating agricultural 

products in accordance with public interests, raising the welfare level of farmers, and protecting 

producers and consumers from excessive price fluctuations are discussed in the Macro 

evaluation. The topics covered at the micro level are mostly business management, business 

planning, production economics, accounting, investment, finance, marketing and cooperatives. 

However, it should be known that the topics discussed at the macro and micro level are closely 

related to each other. Given the recent developments and increased competitive conditions, as 

in all fields, marketing challenges have emerged in the field of agriculture, which has made the 

science of Agricultural Marketing more important than any other subject under its purview. 

Therefore, this area is one of the main areas that require recent research. Agricultural marketing 

is a branch of science that studies the events from the producer to the final consumer just as 

marketing studies the events on the way of commodities from the producer to the final 

consumer. 



MARKETING PROBLEMS IN AGRICULTURE: ESPECIALLY IN THE FIELD OF GRAPE 

FARMING 

14 
 

Agricultural marketing is an important field of activity that affects the economic 

development of every country (Government of Khyber Pakhtunkhwa 2012; Branson and 

Dauglass 1983). These effects can be seen in the table below: 

 

Table 1. Factors affecting the country's economy 

 To reduce costs by increasing economic and technical efficiency; 

 To increase the purchasing power of producers in the modern market economy; 

 Increasing competition in the marketing system and reducing marketing margins; 

 Improve management skills in marketing organizations; 

 Increase the supply of high-quality products; 

 End waste reduction and inefficient use of resources; 

 Providing sufficient information about supply and demand and other market issues, changes in consumer 

preferences and general market conditions; 

 Build understanding and communication between manufacturers, marketing organizations and consumers. 

 

 The most important event in the sale of goods in the market is the formation of the 

price, and although the price in the market is thought to reflect the supply and demand, on the 

other hand, it may be necessary to support products that are important for the country's 

economy. In this case, agricultural marketing examines how prices are formed, checks whether 

the method of price formation is appropriate, and determines how and at what level products 

should be valued. Agricultural marketing has a significant impact on producer and consumer 

incomes, and therefore on the national economy, by delivering the product to the consumer 

without any loss, processing it, presenting it to the market in a good form, within the 

appropriate profit rates. In the period of closed economy, the first goal of the farmer in 

agricultural activity was to directly meet the needs of himself and his family. This type of 

situation is called auto consumption in economics. With the development of the barter 

economy, producers increasingly used agricultural products to buy other goods and services 

they needed (Reardon and Timmer 2005). Over time, farmers began to produce not only for 

themselves, but also for consumers. Consumers want the products they need at the most 

appropriate time, at the most affordable price, in the most appropriate quantity and in the most 

appropriate quality. It is clear that agricultural products go through a certain channel from the 

producer to the consumer and are subjected to some processes that increase their utility and 

economic value. Ways of bringing products to the market and the services provided for them 

are classified in different ways by different scientists. 

 

Purpose of the Research: Hypotheses Testing  

The aim of the research is analyzing whether the variables selected have positive 

impacts on marketing success/performance or not. Below, the hypotheses used in the research 

are listed:  

 “The marketing success of grape is positively correlated with the effectiveness of the 

distribution system”. 

 "Price favorably influences grape marketing performance." 

 "Product features favorably affect grape marketing performance." 

 "Promotional factors favorably affect grape marketing performance." 

  



Nurana Namik ABBASOVA, Turkan Ali SHEYDAI 

 

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Research Approach 

The deductive technique was applied in this study. The adoption of the deductive 

method was motivated by the statement made by Saunders et al (2013) that using the deductive 

approach, research hypotheses are formed and research strategies are advanced with the 

purpose of evaluating them. Arbitrary sampling processes, empirical testing and controlled 

variables such as independent and dependent variables are all included in this technique 

(Scotland, 2013). 

 

Sample Size 

The sample size was calculated using Yamane's (1968) calculation for a population of 

220 farmers. 

𝑛 =
𝑁

1+𝑁∙(𝑒)2
), where 

n - estimated sample size  

e - level of precision (e = 0.05 for the research) 

N - population size  

After the calculation estimated sample size was obtained to be equal 142. According to 

Kotler (2001), excellent reliability may be achieved with a sample size of 1.5% drawn from 

the population. According to Sekaran (1992), a sample size of larger than 25 but fewer than 

450 is suitable for most investigations. According to the data, 142 is greater than 25 but less 

than 450, as indicated by Sekaran (1992).  

 

Data collection 

Data are opinions, facts and statistics that have been gathered and documented for 

future study or reference (Saunders et al. 2013). For this research particularly, data was 

collected by questionnaire. Two types of the data used in the research: primary data, and 

secondary data. Primary data were obtained with the help of the survey conducted, and from 

literature review the secondary data results were used to confirm whether the obtained results 

are similar or not.  

 

Questionnaires 

Snell-Hornby (2006) defines this term as a series of questions that should be answered 

by a certain number of individuals in order to acquire the appropriate data. A closed-ended 

questionnaire was created for the current research in order to obtain data from the study's 

intended respondents. The benefit of utilizing this approach is that it is simple to collect a big 

amount of information from the responder in a short period of time. 

 

Table 2. Summary of Measurement of Parameters 

Parameters Items Scales 

Place/Distribution • We possess distribution systems that 

are efficient and effective. 

• We have secure and economical transportation 

systems. 

STRATADAPT 

 



MARKETING PROBLEMS IN AGRICULTURE: ESPECIALLY IN THE FIELD OF GRAPE 

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• Our product has a sufficient channel for 

distribution. 

• To store the harvested grapes, we have an 

effective storage system. 

• We have an extensive clientele for our goods. 

 

Pricing • The grapes have resulted in high prices. 

• The price of grapes is high due to the increased 

demand from consumers 

• We are knowledgeable on how to negotiate for 

the price of our grapes. 

• The cost of grapes is as anticipated. 

• We are extremely pleased with the present 

grape pricing. 

 

• We are paid more for our product. 

STRATADAPT 

 

Product • We pay particular attention to the 

grape's quality. 

• We make grapes in the color the consumers 

prefer. 

• We make grapes that meet the clients' taste 

requirements. 

• We produce grapes in the size and weight that 

our consumers like. 

• We have the resources, expertise, and 

understanding necessary to create superior grapes. 

 

STRATADAPT 

 

Promotion-related 

factors 

• We put a lot of effort into packing our grape 

fruits. 

• We have been promoting our grape fruits 

through public relations. 

• To boost grape fruit sales, we deploy sales 

promotion. 

• For personal sales of our grape fruits, we offer a 

skilled sales team. 

• We are promoting our goods through advertising 

approach. 

 

STRATADAPT 

Marketing 

performance 

• Grape sales are quite profitable for us. 

• Grape have a significant profit margin where we 

operate. 

• We are happy with the payment. 

FOS (financial 

output scale) 

 Source: Compiled by the author  



Nurana Namik ABBASOVA, Turkan Ali SHEYDAI 

 

17 
 

2.6 Data Analysis. Descriptive statistics and multiple regression analysis were applied in the 

current research to assess the data collected. The descriptive statistics including percentages, 

frequencies, and figures were utilized to analyze the responses' data. The correlation between 

the dependent variable (marketing profitability of grapes) and the independent factors 

(pricing, distribution system, product features and promotion related elements) were examined 

using multiple linear regression. Multiple regression equation therefore has the following form: 

 

𝑌 = 𝑎 + 𝑏1𝑋1 + 𝑏2𝑋2 + 𝑏3𝑋3 + 𝑏4𝑋4, where: 

X_i – independent variable i; 

a – constant; 

b_i – regression coefficient of the ith independent variable. 

 

Assumptions Underling Multiple Regression Analysis 

Shayo (2018) argued that in order to prevent drawing the wrong conclusions, 

assumptions must be tested. Consequently, the following presumptions were examined in this 

study; Linearity was tested using multidimensional scatter plots for each of the variables. 

Additionally, this study used kurtosis and skewness to make sure the data it had obtained was 

normal. Multicollinearity and homoscedasticity were also examined. 

 

Validity 

According to Saunders et al. (2013), valid data collecting methods evaluate exactly 

what they were designed to measure. The methodology was piloted on a small group of chosen 

respondents in the Azerbaijan to determine the validity of this study. It was observed that the 

few chosen responders, however, had no trouble answering the questionnaire. 

 

 Reliability 

According to Saunders et al. (2013), reliability refers to how well data gathering 

procedures provide consistent results. However, the reliability of this research was examined 

using Cronbach's Alpha method. It has been emphasized that a study with an internal 

consistency coefficient of 0.7 or higher is more reliable, and vice versa (Santos 2000). 

 

Ethical Issues 

Research ethics is concerned with how we define and justify our research subject, plan 

our study and secure access to gathering information, store and process our data, analyze our 

data, and properly and morally communicate our findings (Saunders et al. 2013). The 

researcher in this study made sure that the respondents' privacy, rights and welfare were 

protected throughout the process of data collecting, presentation, analysis, and reporting. The 

researcher also gave harmlessness, free consents, secrecy, and anonymity some thought. 

  

Results overview 

Based on the respondents' gender, educational background, and years of grape fruit 

farming and marketing experience, the results are presented. Additionally, it gives research 

results based on the study's particular goals on variables influencing grape marketing 

performance. 



MARKETING PROBLEMS IN AGRICULTURE: ESPECIALLY IN THE FIELD OF GRAPE 

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Results of Reliability Statistics 

This study used Cronbach Alpha to gauge statistical reliability. The study's findings 

showed that the Cronbach Alpha scores fall between 0.737 and 0.793. This suggests that the 

research's data were more internally consistent. The claim made by Santos (2000) that research 

with a coefficient of 0.7 or higher expected to exhibit a strong internal consistency of results, 

and vice versa, is therefore validated by the findings of this study. Table 3 displays the 

reliability statistics findings. 

 

Table 3. Reliability Statistics 

                                       Cronbach’s Alpha 

 

Number of 

Items 

 

Price 

       
0.760 6 

Promotion aspects 

 
0.763 5 

Product attributes 

 
0.737 5 

Distribution system 

 
0.775 5 

Price 

 
0.793 3 

Promotion aspects 

 
0.760 6 

Source: Public information. 

 

Background Information of the Respondents  

According to their gender, educational background, and duration of grape farming and 

marketing experience, the responses are profiled in this section. 

 

Gender of the Respondents 

This study found that 14 (or 10%) of the total respondents were female, with 128 (90%) 

of the respondents being men. This suggests that men are responsible for grape farming and 

commercialization in Azerbaijan. The findings of the respondents' gender are displayed in 

Table 4. 

 

Table 4. Respondents’ Gender Data 

Female Frequency Percentage 

Female 14 10 

Male 128 90 

Sum 142 100 

 

 



Nurana Namik ABBASOVA, Turkan Ali SHEYDAI 

 

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Academic Qualification of the Respondent  

The results of this survey show that over half of the respondents—66 (47%)—had 

received their elementary education certificates, 39 (28%) had completed their secondary 

education, and 6 (4%) had received their certificates. Therefore, it was shown that 8 (6%) of 

the participants had a diploma, 20 (14%) of all respondents had earned a bachelor's degree, and 

a tiny portion of all respondents had earned a master's degree. These results suggest that the 

majority of individuals with just an elementary education are responsible for a large portion of 

the grape production and commercialization in Azerbaijan. In Table 5, the results of the 

respondents' academic background are shown. 

 

Table 5. Respondents’ Educational Background 

Education Frequency Percentage 

Primary 66 47 

Secondary 39 27 

Certificate 6 4 

Diploma 8 6 

Bachelor 20 14 

Master 3 2 

Sum 142 100 

 

Experience in Grape Marketing and Cultivation 

According to the research's findings, 109 (77%) of the total respondents had between 4 

and 10 years of experience in grape cultivation and marketing, compared to 19 (13%) of the 

total respondents who had experience between 0 and 4 years. Accordingly, 13 (or 9.2%) of the 

total respondents said they had between 10 and 15 years of experience in grape marketing and 

cultivation, while just 1 said he had more than 15 years.  

These findings show that many participants had substantial expertise in the 

manufacturing and marketing of grapes and were thus aware of the variables affecting the 

marketing success of the fruit. The results of the participants' years of marketing and 

agricultural experience for grape fruits are shown in Table 6. 

 

Table 6. Respondents’ Experience 

Years of Experience Frequency Percentage 

0-4 19 13.38 

4-10 109 76.76 

10-15 13 9.15 

15+ 1 0.71 

Sum 142 100 

 

Correlation Matrix and Factor Analysis 

 Here, 4 predictor variables -Distribution systems (DS) Price (PR) Product 

characteristics (PC), Promotion related features (PF), and one dependent variable – Marketing 



MARKETING PROBLEMS IN AGRICULTURE: ESPECIALLY IN THE FIELD OF GRAPE 

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20 
 

Performance (MP) were used in order to build a regression model. Before doing the regression 

analysis, factor analysis should be performed, and Correlation Matrix should be constructed: 

 

Figure 1. Correlation Matrix 

 
Here, lower coefficients indicate that neither of variable has a dependency with the 

other ones, and factor analysis conducted, and eigenvalues for these variables will give this the 

array of [2.1, 4.6, 7.9, 1.6, 3.3] respectively, as a consequence as the eigenvalue values are 

greater than 1, all variables should be recommended to kept for further analysis.  

 

Model Coefficients and P- Values 

Price was discovered to have an impact on the market performance of grapes with a 

positive coefficient and statistical significance at the 5% level (β = 0.371, P = 0.031). This 

suggests that a rise in price per unit is correlated with an increase in grape market performance 

of 0.032 times. Price thus had a significant role in how well this fruit did on the market. 

Additionally, according to the research's findings, product characteristics had a positive 

coefficient and were statistically significant at the 5% level of significance in affecting the 

market performance of grapes (β= 0.292, P= 0.0028). This translates to a 0.292 times 

improvement in market performance for grapes for every unit increase in product 

characteristics. This indicates that a key factor affecting the market performance of grape fruits 

was their product characteristics. Additionally, it was shown that promotion related features 

did not significantly impact the market performance of grapes (β = -0.098, P = 0.411) and had 

negative coefficients. This suggests that increasing promotional methods by more units won't 

result in better grape market performance. Furthermore, it was shown that the distribution 

systems exhibited a positive coefficient and was significant in statistical terms (β = 0.430, P = 

0.0068) to affect the performance of the grape market. This suggests that a distribution systems 

unit increase is correlated with 0.429 times rise in grape market performance. As a result, the 

grape market performance included the distribution system as a key factor. Table 7 summarizes 

the findings of the model confidences and P-Values for each variable included in the regression 

model on the variables impacting marketing performance. 



Nurana Namik ABBASOVA, Turkan Ali SHEYDAI 

 

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Table 7. Coefficients and P –Values 

 

Model 

Unstandardized Coefficients Standardized 

Coefficients 

 

t 

 

Sig. 

 

B 

Error 

(std) 

 

β 

Coefficient -0.136 0.482  -0.282 0.001 

Distribution systems 0.430 0.157 0.227 2.746 0.007 

Price 0.371 0.171 0.181 2.171 0.031 

Product 

characteristics 

0.292 0.096 0.252 3.050 0.028 

Promotion related 

features 

-0.098 0.119 -0.072 -0.828 0.411 

 

In accordance with the research's outcomes, the correlation formula is as follows: 

Marketing performance = - 0.136 (Coefficient) + 0.430 (Distribution systems) + 0.371 (Price) 

+ 0. 292 (Product characteristics) 

Promotional factors, nevertheless, are not included in the formula since they were 

determined to be negligible; as a result, they make no impact to the research's model. 

 

Testing of Regression Assumptions 

Testing for regression assumptions has been advised as being crucial to prevent drawing 

incorrect inferences (Shayo 2018). The assumptions of normality, multicollinearity, 

homoscedasticity and linearity were examined in this research. 

 

Multicollinearity Test 

Multicollinearity, as defined by Pallant (2011), happens when variables that are 

independent have a significant correlation. Nevertheless, in this study, tolerance and the 

variance inflation factor (VIF) were used to test for multicollinearity. According to Shiu et al. 

(2006a; 2006b) the tolerance values for multicollinearity ought to be in excess of 0.1 and the 

values for the VIF ought to be lower than 5. Additionally, the findings of the current research's 

multicollinearity test indicate that tolerance values range from 0.872 to 0.942, whereas the 

values for VIF range from 1.062 to 1.146. This result suggests that the multicollinearity 

condition was satisfied by the research's data. The outcomes of the test for multicollinearity are 

shown in Table 8. 

 

Table 8. Multicollinearity Test 

Model Collinearity Test 

VIF Tolerance 

Coefficient - - 

Price 0.926 1.082 

Promotion related factors 0.872 1.146 

Distribution system 0.935 1.070 

Product attributes 0.942 1.062 



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Normality Test 

Skewness and kurtosis have been used in this investigation to evaluate the assumption 

of normalcy. Hair et al. (2014) and Osborne and Waters (2019) emphasized that the skewness 

and kurtosis values for the parameters must be between +2.5 and -2.5 in order to achieve the 

normality condition. Nevertheless, the research's results showed that skewness levels fall 

between -0.002 and 0.734. As a result, the range of kurtosis values is between -0.145 and 1.067. 

These results suggest that the research's normality criterion was met. The test's outcomes are 

shown in Table 9. 

 

Table 9. Skewness and Kurtosis outcomes 

 Skewness Kurtosis 

Stat. Error (Std) Stat. Error (Std) 

Price 0.300 0.202 -0.145 0.404 

Promotion related factors 0.734 0.202 -0.410 0.404 

Distribution system 0.721 0.202 1.067 0.404 

Product attributes -0.002 0.202 -0.165 0.404 

 

Linearity Test 

To determine if the connection between the variables is linear, a linearity test was 

carried out. By employing a scatterplot of the results, the linearity assumption in this study was 

verified. According to Pallant (2011), the requirement of linearity has to be satisfied for the 

scatterplot of scores to follow a straight line. According to the research's outcomes, title circles 

move along straight lines. This indicates it has a linear relationship between the variables in 

this research. The outcomes of a linearity test are shown in Figure 2.  

 

 Figure 2. Linearity Test 

 

The Ramsey test coefficients are also greater than 0.05 (0.86 -linear and 0.83-

logarithmic). This concludes that the data can be approximated as linear. 



Nurana Namik ABBASOVA, Turkan Ali SHEYDAI 

 

23 
 

Homoscedasticity Test (White test) 

According to this presumption, there should be little variation in the scores for variable 

X across the board for all values of variable Y. If residuals do not spread equally throughout 

the line, heteroscedasticity is shown (Hair et al. 2014; Osborne and Waters 2019). Additionally, 

the assumption of homoscedasticity was verified using a visual study of the plot of the 

standardized regression residuals. According to the research's outcomes, residual values are 

equally distributed on the X-axis below and above zero and on the Y-axis scatterplot to the left 

and right of zero. Thus, the hypothesis of homoscedasticity was satisfied by the investigation.  

The White test is a statistical significance test used to identify heteroscedasticity in regression 

analysis. Heteroscedasticity is a circumstance where the variance of the errors in the regression 

model cannot stay constant throughout the whole range of values for the independent variable. 

This violates homoscedasticity, a fundamental tenet of linear regression models. The White 

test is used to determine whether heteroscedasticity exists in the data being investigated by 

correlating the squared residuals from the regression model with the independent variables. If 

the test's p-value is less than the chosen significance limit, which is frequently 0.05, there may 

be evidence of data variability. In our research the p value is 0.24, and the results passes White 

test. The homoscedasticity test results are shown in Figure 3. 

 

Figure 3. Homoscedasticity Test 

 

Results of the Grape Marketing Performance Factors study 

The findings of the elements influencing the marketing effectiveness of grapes are 

presented in this part: ANOVA testing, P-values and model coefficients were applied. 

 

Findings of ANOVA test 

The degree to which the data were gathered fit the model of regression was evaluated 

using the ANOVA test. F (Regression df (4), Residual df (137) = 5.06, P = 0.001 is what the 

model reveals. Given that the significance value (P) is less than 0.05, the regression model is a 

significant predictor of the variables influencing grape marketing success. Table 10 provides a 

summary of the ANOVA test findings. 



MARKETING PROBLEMS IN AGRICULTURE: ESPECIALLY IN THE FIELD OF GRAPE 

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Table 10. ANOVA test outcomes 

Model 
 

SS – sum of 

squares 

Df 
 

Mean  

square 

F Sig. 

Regression     
 

4.6 4.0 1.13 5.06 0.001 

  Residuals     30.8  
 

137.0 0.23   

  Sum 35.4 141.0    

 

Research Hypotheses Testing 

The results of testing hypotheses are presented in this section. Using multiple regression 

analysis, the proposed relationships were evaluated against various correlation values. 

According to this study, there is a strong correlation between grape marketing success 

and the efficiency of the distribution system. Consequently, it was proposed that: “The 

marketing success of grape is positively correlated with the effectiveness of the distribution 

system”. 

Nevertheless, the results showed that the distribution system's effectiveness had 

correlation coefficient values of 0.430 and P values of 0.0068. It follows that that the 

effectiveness of the distribution systems is statistically important at the 5% level of significance 

and is thus more likely to have an impact on the marketing success of grapes, supporting the 

study's initial premise that: “The marketing success of grape is positively correlated with the 

effectiveness of the distribution system”. 

Additionally, this research revealed a favorable correlation between grape price and 

marketing success. The study nevertheless managed to discover a regression coefficient of 

0.371 and a P value of 0.031. This suggests that price had a statistically important effect on the 

market performance of grapes at the 5% level of significance, validating the investigation's 

second hypothesis (H2) that: "Price favorably influences grape marketing performance". 

Additionally, the study indicated a favorable correlation between grape product features 

and marketing performance. Outcomes of the regression showed a coefficient of 0.292 and a P 

value of 0.0031. This suggests that product features were statistically significant at the 5% level 

of significance and more likely to have an impact on the market performance of grape fruits, 

supporting the research's third hypothesis (H3). That: "Product features favorably affect grape 

marketing performance." 

In addition, it was suggested in this study that there is a positive correlation between 

promotion-related factors and the marketing effectiveness of the fruit. Nevertheless, the 

outcomes of the regression showed a coefficient value of -0.098 and a P value of 0.411. This 

refutes the fourth hypothesis (H4) of the present investigation, which states that: "Promotional 

factors favorably affect grape marketing performance." 

The overview of the testing of hypotheses is shown in Table 11. 

 

Table 11. Hypotheses Testing 

Hypotheses β T Sinq Result 

H1 0.430 2.746 0.008 Accept 

H2 0.371 2.171 0.033 Accept 

H3 0.292 3.050 0.004 Accept 

H4 -0.098 -0.828 0.411 Decline 

 



Nurana Namik ABBASOVA, Turkan Ali SHEYDAI 

 

25 
 

DISCUSSION 

The purpose of the research was to evaluate the variables influencing the marketing 

success of grapes in Azerbaijan. As a consequence, the discussion of the results of the research 

takes into account how they compare to and contrast with earlier findings on the topic. 

The Connection Between the Grape Market Performance and the Distribution 

System.  The present investigation aimed to determine if grape marketing performance was 

favorably influenced by the distribution system, subsequently was found that the distribution 

system was statistically significant and positively correlated with market performance of 

Azerbaijan grapes. The results of this study are consistent with those of Farooq et al. (2017), 

who found that road accessibility had an impact on Pakistani fruit producers' productivity. 

The Connection Between Grape Marketing Success and Price.  The purpose of this 

study was to investigate the connection between grape prices and marketing success. However, 

it was discovered that price had a significant and positive correlation with the market success 

of grapes. The results presented imply that a particular product's market success depends on 

the price of grape fruits. The results of this research seem to agree with those of MITM (2009) 

who found that pricing had a significant impact on Tanzanian farmers' productivity. On the 

other hand, according to (Anand and Negi 2016) pricing was not mentioned as a major variable 

impacting the fruit sector in India. 

The Connection Between Grape Market Performance and Product Attributes.  

This study was designed to determine whether product characteristics may have a favorable 

effect on grape market performance. Nevertheless, it was discovered that product 

characteristics significantly affected the marketing success of grape fruits and had a strong 

positive correlation with it. The conclusions of this study are consistent with those of Nguni 

(2014) and MITM (2009) who found that bad harvests and product standards were the main 

problems affecting farmers in Tanzania. Classification and uniformity hampered the selling of 

agricultural goods in Timor Leste, according to Diaz and Negi (2006) on several occasions. 

 The Connection Between Market Performance and Grape Promotion.  The 

primary finding of this research was that grape fruit marketing effectiveness is favorably 

influenced by promotion factors. The findings of the hypotheses test, however, showed that 

marketing had a negative connection and was not statistically important in affecting grape fruit 

market performance. The findings of this study conflict with those of Farooq et al. (2017) and 

Lasvai et al. (2019) who anticipated that marketing of fruits was highly impacted by promotion 

factors such packing, purchase locations, and marketing information. 

 

CONCLUSIONS AND RECOMMENDATIONS 

Using the research's findings as a foundation, this chapter presents a number of 

recommendations and conclusions. 

Grape Market Performance and Distribution System. The current research aimed 

to investigate the connection between grape market success and distribution system. 

Distribution system was discovered to have a positive link and be statistically significant in 

influencing grape fruit market performance. As a result, it was determined that the distribution 

system is a significant factor affecting the market performance of grapes. 

Grape Market Performance and Price. The current research investigates the 

connection between grape fruit pricing and marketing success. It was shown that pricing had a 



MARKETING PROBLEMS IN AGRICULTURE: ESPECIALLY IN THE FIELD OF GRAPE 

FARMING 

26 
 

substantial impact on the market success of grape fruits and was positively connected with it. 

The findings from this study implies that a certain item's market performance might benefit 

from a greater pricing for grape fruits. The results of this study are corroborated by MITM's 

(2009) results that the performance of Tanzanian farmers was significantly influenced by price. 

Therefore, it can be claimed that a fair price for grapes is crucial to the success of grape 

marketing in Azerbaijan. 

Grape Market Performance and Product Attributes. This study looks at the 

connection between grape fruit market performance and product features. Nevertheless, the 

outcomes of the research showed that the characteristics of the product had a strong positive 

correlation and had an important influence on how well grapes were marketed. Thereby, it may 

be established that agriculturalists should continuously maintain and improve the 

characteristics of grapes, such as teste, color, weight, and size, since these features tend to show 

an enormous effect on how well it performs on the market. 

Grape Market Performance and Promotion Aspects. The primary assumption made 

in this research was that grape fruit marketing effectiveness is favorably influenced by 

promotion factors. The findings of the hypothesis test showed that the influence of promotion 

on the market success of grapes had a negative connection and was not statistically important. 

Therefore, it can be coming to the conclusion that, in the context of Azerbaijan, the promotion 

factor is not an important consideration when evaluating the marketing effectiveness of grapes. 

 

Recommendations 

Price has been found to be a significant factor affecting the market success of grapes. 

Therefore, the research suggests that producers of grape fruits be paid well. The research's 

results also showed that grape marketing success was significantly influenced by product 

features. Farmers are advised to enhance and preserve product characteristics. In addition, since 

it plays a significant role in the grape market performance, the distribution system's 

enhancement needs to be put into consideration. Farmers are going to be able to keep, maintain, 

and represent their goods to the intended clients effectively and efficiently with an adequate 

distribution system. 

 

Limitations and Subjects Deserving More Research 

The focus of this investigation was grape products. Other fruits do exist, though, and 

they weren't included in this study. Future research should thus concentrate on additional fruit 

varieties in an effort to evaluate the factors affecting those fruits' market performance.  

This study also concentrated on the elements influencing the success of fruit products 

on the market. Future research may therefore be conducted on other categories of agricultural 

goods, including cucumber and tomato. 

The impact of promotional factors on the market performance of grapes was also shown 

to be minimal. As a result, additional research may examine its relevance in evaluating the 

performance of other fruits on the market. 

 

Funding. This study was carried out as part of the project “Belt and Road Initiative Center for 

Chinese–European studies” and was funded by the Guangdong University of Petrochemical 

Technology. 



Nurana Namik ABBASOVA, Turkan Ali SHEYDAI 

 

27 
 

Data Availability Statement. Data can be obtained upon request from the authors. 

Acknowledgments. Thanks to Guangdong University of Petrochemical Technology for 

supporting and donating this research. 

Conflicts of Interest. The authors declare no conflict of interest. 

Ethical Statement. Not applicable. 

 

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