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Using Best-Worst Scaling to Determine Market Channel Choice by Small Farmers in Indonesia AgEcon
Umberger, Wendy J.; Stringer, Randy; Mueller, Simone C..
A household survey and a novel Best-Worst scaling method are used to examine the relative importance of various buyer characteristics to small potato farmers in Indonesia. A Latent Class Cluster Analysis is used explore whether producers’ utilities for marketing channels are heterogeneous. For the aggregate sample, the attributes related to the buyer providing immediate cash payment, a price premium and always following through on their commitment to buy their potatoes were the three most important attributes. The results of the Latent Class Cluster Analysis found four unique classes or segments of producers, each with distinct utilities for buyer characteristics and interesting differences socio-demographic characteristics. The largest segment (44%) was...
Tipo: Conference Paper or Presentation Palavras-chave: Best-Worst Scaling; Latent Class Cluster Analysis; Marketing channel choice; Indonesia; Potato farmers; Small farmers; Marketing.
Ano: 2010 URL: http://purl.umn.edu/90853
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