IDEAS home Printed from https://ideas.repec.org/a/ags/joaaec/113537.html
   My bibliography  Save this article

Marketing Promotion of Texas Agricultural Products: The Rural Dimension of the GO TEXAN Program

Author

Listed:
  • Malaga, Jaime E.
  • Xu, Bin
  • Martinez-Mejia, Pablo

Abstract

The Texas Department of Agriculture launched the GO TEXAN marketing promotion program in 1999 to support Texas agricultural and food production. The underlying assumption is that if successful, the program would support directly or indirectly the demand for Texas agricultural production and the well-being of the state’s rural population. This research analyzes responses to an official 2008 survey sent to the GO TEXAN program beneficiaries. Overall, this study suggests that not all activities in the program have a clearly positive impact. Participation in trade shows, retail promotion and media events, and reverse trade missions seem to have a significant effect on sales increase as well as the use of the program logo on promotional items and web sites. The study also suggests that the relative impacts of event participation and uses of the program logo differ according to the group of member’s belonging, particularly when comparing the ‘‘mostly rural’’ vs. ‘‘mostly urban’’ categories. Consequently, if a state’s agricultural marketing program specifically attempts to reach producers from its ‘‘mainly rural’’ areas, an analysis may be needed to identify what specific types of promotion seem to generate the best results in those areas.

Suggested Citation

  • Malaga, Jaime E. & Xu, Bin & Martinez-Mejia, Pablo, 2011. "Marketing Promotion of Texas Agricultural Products: The Rural Dimension of the GO TEXAN Program," Journal of Agricultural and Applied Economics, Southern Agricultural Economics Association, vol. 43(03), August.
  • Handle: RePEc:ags:joaaec:113537
    as

    Download full text from publisher

    File URL: http://purl.umn.edu/113537
    Download Restriction: no

    References listed on IDEAS

    as
    1. Julie A. Caswell, 1997. "Rethinking the Role of Government in Agri-Food Markets," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 79(2), pages 651-656.
    2. McGranahan, David A. & Cromartie, John & Wojan, Timothy R., 2010. "The Two Faces of Rural Population Loss Through Outmigration," Amber Waves, United States Department of Agriculture, Economic Research Service, December.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Velandia, Margarita & Clark, Christopher D. & Lambert, Dayton M. & Davis, James A. & Jensen, Kimberly & Wszelaki, Annette & Wilcox, Michael D., 2014. "Factors Affecting Producer Participation in State-sponsored Marketing Programs: The Case of Fruit and Vegetable Growers in Tennessee," Agricultural and Resource Economics Review, Cambridge University Press, vol. 43(02), pages 249-265, August.

    More about this item

    Keywords

    marketing promotion; rural development; Marketing; Q13; Q19;

    JEL classification:

    • Q13 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Agriculture - - - Agricultural Markets and Marketing; Cooperatives; Agribusiness
    • Q19 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Agriculture - - - Other

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ags:joaaec:113537. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (AgEcon Search). General contact details of provider: http://edirc.repec.org/data/saeaaea.html .

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service hosted by the Research Division of the Federal Reserve Bank of St. Louis . RePEc uses bibliographic data supplied by the respective publishers.