Banda, Ngawo (2011) Farmer to Consumer Direct Marketing: Consumer Preferences and Characteristics. Undergraduate thesis, University of Zambia.
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Abstract
Marketing is one of the greatest single problems facing Zambian farmers. Most agricultural products go through several hands before reaching the consumer. As a result, costs involved in handling, storing, transporting, and distributing food products also increases Farmer-to-consumer direct marketing is a way by which farmers sell their products directly to consumers (Henderson and Linstrom, 1982). Farmers view direct marketing as an alternative market outlet to increase their income while consumers see it as a means of gaining access to fresher, higher quality foods at lower costs (Nayga et al., 1994).The needs of consumers can be met by analyzing the direct marketing consumer behavior and purchasing patterns. The purpose of this research was to determine how well farmer-to-consumer direct markets serve the needs of the consumer by providing an overview of characteristics of direct marketing patrons. Primary data was collected was structured questionnaires analyze factors affecting shopping, this was done in STATA. The results indicate that place of residence, marital status, age, price and education were the most statistical significant consumer characteristics of shopping at a direct market. Consumers generally expected the quality of the produce sold at farmers' markets to be higher. Additionally, they expected to find a wider variety of produce and lower prices. Freshness and quality were the most important factors affecting their food purchasing decisions. Survey results showed that bananas, apples, mangoes and oranges were the fruits that consumers bought most frequently at direct markets, while rape, cabbage, maize, beans, spinach, tomatoes, onions and pumpkin leaves were the most popular vegetables. With regard to methods of recognition, roadside signs, passing by and word-of-mouth were mentioned the most. The most preferred markets where farmers market and direct farm markets. Consumers who are most likely to patronize farmers' markets tend to be female (p value=0.16), married (p value = 0.06), and live in medium density area (p value= 0.04), from higher income groups (p value=0.10), on average 35 to 49 years old (p value = 0.047) and quiet educated (p value = 0.067). The insights provided by this project are expected to help producers and managers of farmers' markets allocate their resources more efficiently to better meet consumers' needs. Moreover, patrons' demographic and socio-economic characteristics could aid marketers in the identification of potential target markets. The results will also help government improve necessary infrastructure to enhance direct marketing
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Subjects: | S Agriculture > S Agriculture (General) |
| Divisions: | Africana |
| Depositing User: | Geoffrey Obatsa |
| Date Deposited: | 27 Aug 2018 13:25 |
| Last Modified: | 27 Aug 2018 13:25 |
| URI: | http://thesisbank.jhia.ac.ke/id/eprint/8548 |
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