Torres Plaza, Yolanda

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Estudio de márgenes de mercadeo en la empresa de carne de res en la región agrícola de Mayagüez, Puerto Rico
(2005) Torres Plaza, Yolanda; González Soto, Jorge A.; College of Agricultural Sciences; Comas, Myrna; González, Gladys; Cianzio, Danilo; Department of Agricultural Economics and Rural Sociology; Rivera, Aixa
The main purpose of this study was to determine the marketing margins in the Puerto Rico beef cattle industry. Marketing margins are defined as the price difference between the market stages of a marketing services group, resulting of the interaction of demand and supply. When the marketing margins have been determined, we can obtain the producerís, the wholesalerís and the retailerís share of the final consumer dollar, among each stage of a selected marketing channel. To accomplish the study objective, a sample was selected for each stage of the marketing channel and interviews were conducted. The results obtained evidenced that from the final consumerís dollar the cattlemanís share is 34% in cows, 47% in bulls, 43 % in heifers and 40% in calves. The wholesalerís share is 28 % in cows, 15 % in bulls, 19 % in heifers and 22 % calves of the final consumerís dollar. The retailerís share is 38% for cows, heifers and calves, and bulls of the final consumerís dollar. Further studies on production costs and prices are recommended, understanding that the marketing margins obtained are not enough to identify the various problems of the industry.