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Behavioristische Analyse des Verbraucherverhaltens in der landwirtschaftlichen Direktvermarktung AgEcon
Heer, Ines M..
Scandals in the food industry have caused uncertainty about quality and innocuousness of food for many consumers. Direct marketing of products by farmers may be an important way to strengthen consumers´ confidence. In this article, the buyer is focus of the analysis. In contrast to other studies, the purchasing changes are examined. The objective is the development of an econometric model and the development of strategies for direct marketing.
Tipo: Journal Article Palavras-chave: Consumer behavior; Direct marketing; Econometric model; Consumer/Household Economics; Demand and Price Analysis; Institutional and Behavioral Economics.
Ano: 2008 URL: http://purl.umn.edu/97603
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Consumer behaviour in agricultural direct marketing AgEcon
Heer, Ines M..
Scandals in the food production industry have caused an uncertainty about quality and innocuousness of food for many consumers. This resulted in a strong risk perception of consumers at the point of sale. The direct marketing of products by farmers can be an important way to strengthen consumer confidence. In this contribution, buying behaviour is examined by an observation and a following interview. We develop an econometric model about the number of bought products and the proposition of marketing strategies which can be recommended to farmers involved in direct marketing.
Tipo: Conference Paper or Presentation Palavras-chave: Consumer behaviour; Direct marketing; Observation; Econometric model.
Ano: 2008 URL: http://purl.umn.edu/36855
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