Estimation of Grape Loss Percentage in Libya at Retailing Marketing

Abstract

Grape Loss is one of the most sereious issues that face grape industry in Libya. This loss is affected by many factors such as retaling circumstances. This research aims to estimate the percentage of grape loss considering the difficulties facing grape marketing. The study was conducted using an open-closed questionnaire with personal interviews to collect data about the response of grape retailers to questions about recent situations of grape markting in some regions of west of Libya. Cronbach’s Alfa test was done to measure the stability and reliability, and descriptive analysis performed for the evaluation of the response according to the demographic properties of the representative samples and the properties of marketing locations to calculate the percentages, weighed mean, standard diviation and to determine the general response using the Fifth Likart Scale. Grape loss percentages were also estimated according to the retailers’ experience. Chronpach’s alpha test showed that the used questionnaire has strong stability and reliability coefficient allowing to analyze its data trustfully. The survey about the garpe supply and selling conditions indicated the lack of the minimum requirement for better marketing. Descriptive analysis for demographic elements showed that most of grape sellers are young and jobless people with poor experience dealing with grape marketing. The descriptive analysis for properties and data of the representative samples showed contrastive responses regarding time, distance of transportation and properties of marketing places. The percentages, weighed means and the overall responses accoding to the Fifth Likart Scale varied between the quitionannire axes and indicators. The findings showed that the grape loss percentage at retail selling reaches 20% according to reatilers estimations expressing the real marketing problems in grapes marketing in Libya. Thus, it is recommended to raise awareness and continous control to minimize grape loss and encourage grapes industry in the country.