اولویت‎بندی تنگناهای پیش‎روی تعاونی‎های تولید کشاورزی شهرستان مشهد با تأکید بر نظام بازاریابی (کاربرد معیار آنتروپی)

Abstract
In this study, the degree of importance facing the bottlenecks of production cooperatives was investigated applying entropy criteria on data of 107 members of agricultural production cooperatives (APCs) in Mashhad, Iran. Results show that lack of comprehensive long-term planning by the managers and members of cooperatives in marketing efforts during and after production process (with weight 0.1), intervening middleman and brokers on selling products by the cooperatives (with weight 0.0727) and not having employed specialized labors by cooperatives to deal with sale and purchase of products (with the weight 0.0690) are respectively as the most important and high effective bottlenecks in inefficient marketing system in agricultural producing cooperatives. According to the findings, training classes for managers and members of cooperatives with marketing principles and procedures, implementing short-term and long-term supporting policies and strategies to by the government in reducing brokers activities from product distribution and finally those abolishing, providing relevant atmosphere for exchanging experiences and specialization of successful agricultural production cooperatives in the process of marketing to other production cooperatives, and employing trained and educated workers in cooperatives, as factors affecting the power to strengthening agricultural production cooperatives marketing system are recommended.

Keywords: Agricultural Production Cooperatives (APCs), Mashhad, Marketing Complication, Entropy Criteria, Likert