Consumer behaviour in agricultural direct marketing
No hay miniatura disponible
Fecha
Autores
Título de la revista
ISSN de la revista
Título del volumen
Editor
Resumen
Descripción
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.