농산물 도매시장에서 지역농협 경제사업의 시장점유율 분석

An Analysis of Agricultural Cooperatives Market Share in Wholesale Market

This study aims to analyze the market share of marketing business in agricultural cooperatives in compared with individual sellers, joint selling bodies and local assemblers. To identify the market share among major sales bodies, the study utilizes Markov probability model and multinomial logit model. According to analysis result, market share and selling loyalty of marketing business in agricultural cooperatives is highest to other selling sources. But the influence over pricing process of agricultural cooperatives is inefficient to exert power in agricultural wholesale market. Therefore, the success of marketing business in agricultural cooperatives depends on the organizational strength of farmers and the control over pricing establishment.