Consumer behaviour in agricultural direct marketing

Ines Heer

No 36855, 82nd Annual Conference, March 31 - April 2, 2008, Royal Agricultural College, Cirencester, UK from Agricultural Economics Society

Abstract: Scandals in the food production industry have caused an uncertainty about quality and innocuousness of food for many consumers. This resulted in a strong risk perception of consumers at the point of sale. The direct marketing of products by farmers can be an important way to strengthen consumer confidence. In this contribution, buying behaviour is examined by an observation and a following interview. We develop an econometric model about the number of bought products and the proposition of marketing strategies which can be recommended to farmers involved in direct marketing.

Keywords: Consumer behaviour; direct marketing; observation; econometric model (search for similar items in EconPapers)
Date: 2008-03-30
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