Abstract:
The aim of this research is to determine the marketing problems encountered in
agricultural cooperatives and the relationship between these problems and negative
marketing performance. In this sense, survey questions regarding marketing
environment problems, product-related problems, price-related problems, distributionrelated problems, promotion-related problems and negative marketing performance
were asked to the cooperative managers. Another aim of the research is to determine the
effect of marketing problems on negative marketing performance. In the research, a
questionnaire was applied to 104 dairy cooperative managers in the province of Burdur
using the full count method. As a result of the analysis, it was determined that there was
a positive and moderate relationship between the variables (p<0.01). According to the
regression analysis based on the relationship between the variables; It was found that
problems related to price and promotion affect marketing performance negatively
(p<0.01).
