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Scandals in the food production industry have caused an uncertainty about quality and innocuousnessof food for many consumers. This resulted in a strong risk perception of consumersat the point of sale. The direct marketing of products by farmers can be an importantway to strengthen consumer confidence. In this contribution, buying behaviour is examinedby an observation and a following interview. We develop an econometric model about thenumber of bought products and the proposition of marketing strategies which can be recommendedto farmers involved in direct marketing.

Keywords: Consumer behaviour ; direct marketing ; observation ; econometric model

Issue Date: Mar 30 2008

Publication Type: Conference Paper/ Presentation

PURL Identifier: http://purl.umn.edu/36855

Total Pages: 12

Record appears in: Agricultural Economics Society > 82nd Annual Conference, March 31 - April 2, 2008, Royal Agricultural College, Cirencester, UK





Autor: Heer, Ines M.

Fuente: http://ageconsearch.umn.edu/record/36855?ln=en







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