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Marketing preferences of small-scale farmers in the context of new agrifood systems: a stated choice model

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Author Info

  • Jose Blandon

    (Department of Food, Agricultural and Resource Economics, University of Guelph, Guelph, N1G 2W1, Ontario, Canada)

  • Spencer Henson

    (Department of Food, Agricultural and Resource Economics, University of Guelph, Guelph, N1G 2W1, Ontario, Canada)

  • Towhidul Islam

    (Department of Marketing and Consumer Studies, University of Guelph, Guelph, N1G 2W1, Ontario, Canada)

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    Abstract

    Considering the dynamic changes in agrifood systems in developing countries, this study uses a stated choice model to explore the marketing preferences of small-scale producers of fresh fruits and vegetables in Honduras. Eight attributes, proposed in hypothetical contracts to farmers, are evaluated. The results suggest that farmers have strong marketing preferences associated with new supply chains, such as prearranging prices and quantities with buyers, but have remaining preferences for some attributes of traditional spot markets, such as the lack of grading produce, receiving cash payments, lack of delivery schedules, ability to sell at the farm gate, and ability to sell individually. Further, farmers prefer market channels that do not require major upfront investments. The results suggest that the traditional marketing preferences of farmers could impede participation of small-holders in emerging supply chains and take advantage of the potential opportunities that new agrifood supply chains can offer. [JEL Code: Q13 O14]. © 2009 Wiley Periodicals, Inc.

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    File URL: http://hdl.handle.net/10.1002/agr.20195
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    Bibliographic Info

    Article provided by John Wiley & Sons, Ltd. in its journal Agribusiness.

    Volume (Year): 25 (2009)
    Issue (Month): 2 ()
    Pages: 251-267

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    Handle: RePEc:wly:agribz:v:25:y:2009:i:2:p:251-267

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    Web page: http://onlinelibrary.wiley.com/journal/10.1002/(ISSN)1520-6297

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    Cited by:
    1. Michelson, Hope & Reardon, Thomas & Perez, Francisco, 2012. "Small Farmers and Big Retail: Trade-offs of Supplying Supermarkets in Nicaragua," World Development, Elsevier, vol. 40(2), pages 342-354.
    2. Schipmann, Christin & Qaim, Matin, 2011. "Supply chain differentiation, contract agriculture, and farmers’ marketing preferences: the case of sweet pepper in Thailand," Discussion Papers 108349, Georg-August-Universitaet Goettingen, GlobalFood, Department of Agricultural Economics and Rural Development.
    3. Banterle, Alessandro & Carraresi, Laura & Cavaliere, Alessia, 2011. "Price Setting in Food SMEs: Which Role for Marketing Capability? An Empirical Analysis in Italy," 2011 International European Forum, February 14-18, 2011, Innsbruck-Igls, Austria 122000, International European Forum on Innovation and System Dynamics in Food Networks.
    4. Atis, Ela & Miran, Bulent & Bektas, Zerrin & Ciftci, Kenan & Karabat, Selcuk, 2013. "An Analysis of Marketing Preferences of Sultana Producers in Turkey in Terms of Sustainable Market Power," 2013 Conference (57th), February 5-8, 2013, Sydney, Australia 152136, Australian Agricultural and Resource Economics Society.
    5. Schuster, Monica & Maertens, Miet, 2013. "Do private standards create exclusive supply chains? New evidence from the Peruvian asparagus export sector," Food Policy, Elsevier, vol. 43(C), pages 291-305.
    6. Michelson, Hope C., 2012. "Small farmers, NGOs, and a Walmart World: Welfare effects of supermarkets operating in Nicaragua," MPRA Paper 42458, University Library of Munich, Germany.
    7. Mailu, Stephen & Wachira, Ann, 2009. "The influence of prices on market participation decisions of indigenous poultry farmers in four districts of Eastern Province, Kenya," MPRA Paper 21312, University Library of Munich, Germany.
    8. Schuster, Monica & Maertens, Miet, 2013. "Do private standards create exclusive supply chains? New evidence from the Peruvian asparagus export sector," Working Papers 146557, Katholieke Universiteit Leuven, Centre for Agricultural and Food Economics.

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