Consumer behaviour in agricultural direct marketing

Ines M. 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.

Pages: 12
Date: 2008-03-30
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
https://ageconsearch.umn.edu/record/36855/files/heer.pdf (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:ags:aes008:36855

DOI: 10.22004/ag.econ.36855

Access Statistics for this paper

More papers in 82nd Annual Conference, March 31 - April 2, 2008, Royal Agricultural College, Cirencester, UK from Agricultural Economics Society Contact information at EDIRC.
Bibliographic data for series maintained by AgEcon Search ().