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Satisfaction across urban consumers of smallholder-produced teak (Tectona grandis L.f.) poles in South Benin

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Author Info

  • Aoudji, Augustin K.N.
  • Adégbidi, Anselme
  • Ganglo, Jean C.
  • Agbo, Valentin
  • Yêvidé, Armand S.I.
  • De Cannière, Charles
  • Lebailly, Philippe
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    Abstract

    The study used the expectancy-disconfirmation framework to investigate the satisfaction among urban consumers of teak pole in South Benin, so as to identify the areas where interventions are needed to secure market opportunity for smallholder forestry. A survey was conducted in five cities; and 223 household-heads were interviewed using systematic sampling, with a random start. Data were collected on socio-demographic characteristics, teak pole consumption forms, behaviour patterns, and motivations. Respondents also rated their expectations and perceptions for a set of nine attributes on a 7 points Likert scale. Hierarchical ascending cluster analysis was performed to identify consumer segments; and satisfaction level was analysed per segment, by determining the gap between expectations and perceptions, for all attributes. Four consumer segments were identified; and sociodemographic profiles differed across those segments. Competitive price was an important purchasing motivation across the identified segments. Consumers were dissatisfied with price, availability, knot frequency, bending, length, hardness, and durability of teak pole. The efforts to meet the consumer expectations should be concentrated on building farmers' capacity in silvicultural management, and ensuring the availability of good planting material. The issue of competitive price might be addressed, through the improvement of the overall efficiency in the value chain.

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    Bibliographic Info

    Article provided by Elsevier in its journal Forest Policy and Economics.

    Volume (Year): 13 (2011)
    Issue (Month): 8 (October)
    Pages: 642-651

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    Handle: RePEc:eee:forpol:v:13:y:2011:i:8:p:642-651

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    Web page: http://www.elsevier.com/locate/forpol

    Related research

    Keywords: Consumer Satisfaction Profile Smallholder forestry Teak pole Marketing;

    References

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    1. Close, Angeline G. & Kukar-Kinney, Monika, 2010. "Beyond buying: Motivations behind consumers' online shopping cart use," Journal of Business Research, Elsevier, vol. 63(9-10), pages 986-992, September.
    2. Kilchling, Petra & Hansmann, Ralf & Seeland, Klaus, 2009. "Demand for non-timber forest products: Surveys of urban consumers and sellers in Switzerland," Forest Policy and Economics, Elsevier, vol. 11(4), pages 294-300, July.
    3. Stiglitz, Joseph E, 1987. "The Causes and Consequences of the Dependence of Quality on Price," Journal of Economic Literature, American Economic Association, vol. 25(1), pages 1-48, March.
    4. John R. Hauser & Duncan I. Simester & Birger Wernerfelt, 1994. "Customer Satisfaction Incentives," Marketing Science, INFORMS, vol. 13(4), pages 327-350.
    5. Kelley, Scott W. & Turley, L. W., 2001. "Consumer perceptions of service quality attributes at sporting events," Journal of Business Research, Elsevier, vol. 54(2), pages 161-166, November.
    6. Brunsø, Karen & Fjord, Thomas Ahle & Grunert, Klaus G., 2002. "Consumers' food choice and quality perception," MAPP Working Papers 77, University of Aarhus, Aarhus School of Business, The MAPP Centre.
    7. Dossabhoy, Nasswan S. & Berger, Paul D., 2002. "Business school research: bridging the gap between producers and consumers," Omega, Elsevier, vol. 30(4), pages 301-314, August.
    8. Eugene W. Anderson & Mary W. Sullivan, 1993. "The Antecedents and Consequences of Customer Satisfaction for Firms," Marketing Science, INFORMS, vol. 12(2), pages 125-143.
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