FACTORS AFFECTING FIGS EXPORT: AYDIN EXAMPLE

Figs is an important nutrition and industry input. Turkey having the first place of fig production in the world and exports fig to approximately a hundred countries. However, revenue of Turkey from figs export is quite low. This demonstrates the need to gain more value added from fig production, to emphasize the products with brand equity and to get advantage of international marketing strategies in a better way. To do this, fig producers need to renew themselves with R&D and innovation in 21st century, in which globalization, economic integration and co-operation, and competition in foreign trade have been increasing. In this work, fig exporting firms in Ayd？n were surveyed face-to-face and data were analysed by using SPSS. At the end of the analysis; it is seen that for the firms giving importance to R&D and innovation, having internationally registered trademarks, using food analysis laboratory and participating in international fairs that the export performance is better than others