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Direct Selling: a Marketing Strategy to Shorten Distances between Production and Consumption

Author

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  • Aguglia, Laura
  • De Santis, Francesco
  • Salvioni, Cristina

Abstract

Direct sales became in recent years a diversification strategy increasingly used by farms to answer the CAP reform, as well as to react to the continuous price squeeze. Direct sales is in fact a form of marketing that allow farmers to retain a higher share of the final value of products. Far from being a way back to tradition, short chains and direct sales can be seen as strategies to capture new segments of demand interested in local and fresh food, and in more direct contact between consumers and suppliers. The aim of this work is to study the recent evolution of direct selling in Italy and the determinants of the adoption of this marketing strategy. The first part of the paper analyses the evolution of Italian short supply chains and the development of the related institutional framework (national laws and financial incentives). In the second part of the paper the analysis is focused on the determinants of the adoption of direct selling. Specific attention will be devoted to empirically test if the probability of using of this marketing channel is influenced by the farm location in proximity to urban areas.

Suggested Citation

  • Aguglia, Laura & De Santis, Francesco & Salvioni, Cristina, 2009. "Direct Selling: a Marketing Strategy to Shorten Distances between Production and Consumption," 113th Seminar, September 3-6, 2009, Chania, Crete, Greece 57657, European Association of Agricultural Economists.
    • Handle: RePEc:ags:eaa113:57657
    DOI: 10.22004/ag.econ.57657
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    1. Eftekhari, Atena & Borimnejad, Vali, 2014. "Analysis of Marketing Strategies in Dairy Processing Industries in Hamedan Province," International Journal of Agricultural Management and Development (IJAMAD), Iranian Association of Agricultural Economics, vol. 4(3).
    2. Luigi Mastronardi & Davide Marino & Vincenzo Giaccio & Agostino Giannelli & Margherita Palmieri & Giampiero Mazzocchi, 2019. "Analyzing Alternative Food Networks sustainability in Italy: a proposal for an assessment framework," Agricultural and Food Economics, Springer;Italian Society of Agricultural Economics (SIDEA), vol. 7(1), pages 1-19, December.
    3. Fournier, Anne J., 2018. "Direct-selling farming and urban externalities: What impact on product quality and market size?," Regional Science and Urban Economics, Elsevier, vol. 70(C), pages 97-111.
    4. De Toni, Andrea & Vizzarri, Matteo & Di Febbraro, Mirko & Lasserre, Bruno & Noguera, Joan & Di Martino, Paolo, 2021. "Aligning Inner Peripheries with rural development in Italy: Territorial evidence to support policy contextualization," Land Use Policy, Elsevier, vol. 100(C).
    5. Zaric, Vlade & Vasiljević, Zorica & Nedić, Nebojša & Petković, Danijela, 2013. "The marketing strategies of Serbian honey producers," APSTRACT: Applied Studies in Agribusiness and Commerce, AGRIMBA, vol. 7(2-3), pages 1-6.
    6. Simona D'Amico & Anna Irene De Luca & Giovanni Gulisano, 2013. "Circuiti di produzione e consumo "alternativi" per l?organizzazione del sistema agro-alimentare calabrese: un quadro introduttivo," Economia agro-alimentare, FrancoAngeli Editore, vol. 15(2), pages 73-96.
    7. Lombardi, Alessia & Pascucci, Stefano & Cembalo, Luigi & Dentoni, Domenico, 2012. "Governance Mechanisms in Food Community Networks," 2012 International European Forum, February 13-17, 2012, Innsbruck-Igls, Austria 144980, International European Forum on System Dynamics and Innovation in Food Networks.
    8. Finco, A. & Sargentoni, T. & Tramontano, A. & Bentivoglio, Deborah & Rasetti, M., 2013. "Economic Sustainability of Short Food Supply Chain in the Italian Olive Oil Sector: A Viable Alternative for Tunisian Agrofood Market?," 2013 Fourth International Conference, September 22-25, 2013, Hammamet, Tunisia 160681, African Association of Agricultural Economists (AAAE).
    9. Hana Doležalová & Kamil Pícha & Josef Navrátil & Aneta Bezemková, 2014. "Factors That Influence the Selling of Milk Through Milk Vending Machines," Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, Mendel University Press, vol. 62(4), pages 641-650.
    10. Mastronardi, Luigi & Giaccio, Vincenzo & Marino, Davide & Romagnoli, Luca & Mazzocchi, Giampiero & Palmieri, Margherita, 2018. "Analysing consumer motivations and their behaviour in the Alternative Food Networks in Italy," 2018 Seventh AIEAA Conference, June 14-15, Conegliano, Italy 275645, Italian Association of Agricultural and Applied Economics (AIEAA).
    11. Sgroi, Filippo & Di Trapani, Anna Maria & Testa, Riccardo, 2012. "La Filiera Corta: Una Possibile Strategia Per Migliorare La Competitività Dell’Azienda Agraria," 2012 XX Convegno Annuale SIEA, Siracusa, Italy 130450, Italian Society of Agri-food Economics/Società Italiana di Economia Agro-Alimentare (SIEA).
    12. Bilgesu Bayir & Aurélie Charles & Aicha Sekhari & Yacine Ouzrout, 2022. "Issues and Challenges in Short Food Supply Chains: A Systematic Literature Review," Sustainability, MDPI, vol. 14(5), pages 1-20, March.
    13. Orlando Cimino & Marco Vassallo & Roberto Henke & Francesco Vanni, 2021. "Income Diversification Strategies of Italian Peri-Urban Farms: A Structural Equation Modeling Approach," Land, MDPI, vol. 10(8), pages 1-23, July.
    14. Agata Nicolosi & Valentina Rosa Laganà & Daniel Laven & Claudio Marcianò & Wilhelm Skoglund, 2019. "Consumer Habits of Local Food: Perspectives from Northern Sweden," Sustainability, MDPI, vol. 11(23), pages 1-25, November.
    15. Wille, Stefan Clemens & Barklage, Britta & Spiller, Achim & von Meyer-Höfer, Marie, 2018. "Challenging factors of farmer-to-consumer direct marketing: An empirical analysis of German livestock owners," DARE Discussion Papers 1807, Georg-August University of Göttingen, Department of Agricultural Economics and Rural Development (DARE).
    16. Alessandro Corsi & Silvia Novelli & Giacomo Pettenati, 2018. "Producer and farm characteristics, type of product, location: Determinants of on‐farm and off‐farm direct sales by farmers," Agribusiness, John Wiley & Sons, Ltd., vol. 34(3), pages 631-649, June.

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