The Importance of Assessing Marketing Preferences of Small-scale Farmers: A Latent Segment Approach

José Blandon, Spencer Henson and Towhidul Islam
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José Blandon: Department of Food Agriculture and Resource Economics, University of Guelph, Ontario
Spencer Henson: Department of Food Agriculture and Resource Economics, University of Guelph, Ontario

The European Journal of Development Research, 2010, vol. 22, issue 4, 494-509

Abstract: This study uses a stated choice-based conjoint model to explore the marketing preferences of small-scale producers of fresh fruits and vegetables in Honduras. A total of eight attributes, proposed in hypothetical contracts to farmers, are evaluated. About two-thirds of farmers show preferences for traditional marketing systems, whereas one-third prefer new marketing channels associated with supermarkets. A latent segment approach, however, reveals significant levels of preference heterogeneity among small-scale farmers. The results suggest the importance of taking into account preference heterogeneity using latent classes in the development of policies aimed at linking small-scale farmers with new agri-food supply chains.À partir d′un modèle de choix conjoint, cette étude examine les préférences de commercialisation des petits producteurs de fruits et légumes frais au Honduras. Un ensemble de huit attributs, proposés dans des contrats hypothétiques offerts aux agriculteurs, sont évalués. Deux tiers environ des agriculteurs affichent des préférences pour les systèmes de commercialisation traditionnels, alors qu′un tiers préfèrent les moyens plus modernes de commercialisation par l′intermédiaire des grandes surfaces. Une analyse en termes de segments latents révèle cependant une forte hétérogénéité des préférences des agriculteurs de petite échelle. Les résultats soulignent l′importance de la prise en compte de l′hétérogénéité des préférences par une analyse des classes latentes, dans le développement de politiques visant à relier les petits producteurs aux nouvelles filières de distribution agroalimentaire.

Date: 2010
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