Drivers for continued use of a direct marketing channel: evidence from Thai farmers

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Haruhiko Iba ◽  
Apichaya Lilavanichakul
Keyword(s):  
Distribution System ◽  
Direct Marketing ◽  
Marketing Channel ◽  
Marketing Channels ◽  
Future Research ◽  
Content Type ◽  
Key Drivers ◽  
Continued Use ◽  
Farm Business ◽  
Depth Interviews

PurposeThis study aims to identify the key drivers influencing the success of farmers who employ direct marketing at wholesale markets. The diversification of the distribution system in Thailand has created many challenges for farmers, with diversified farm businesses struggling to survive and to ensure profitability across channels. Direct marketing channels at wholesale markets provide farmers the opportunity to develop a new farm business division.Design/methodology/approachThe study consists of qualitative and quantitative approaches. First, in-depth interviews with farmers were conducted, and selected case studies were employed to develop a research framework and design the questionnaire. Second, the questionnaire survey was conducted. Using factor analysis and logistic regression, farmers' data were studied to define the factors of success in direct marketing.FindingsThree key drivers were examined and verified. The findings indicate that the development of direct marketing channels requires farmers to efficiently allocate family labour, possess negotiation skills and manage a farmer network. Particularly, the presence of negotiation skills coupled with digital technology can enable farmers to expand the market and build their network.Research limitations/implicationsTwo marketing channels have been explored. However, more choices in marketing channels utilizing digital resources should be addressed in future research.Originality/valueThis is the first empirical study to define the drivers leading Thai farmers to continue employing a direct marketing channel.

scholarly journals Selling to enabled purchasers: the effect of perceived supply risk and profit impact on the buyer–seller interaction

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Bert Paesbrugghe ◽  
Johanna Vuori ◽  
Heidi Kock
Keyword(s):  
Direct Marketing ◽  
Personal Selling ◽  
Marketing Channels ◽  
Future Research ◽  
Content Type ◽  
Sales Organization ◽  
Sales Organizations ◽  
Business To Business ◽  
Depth Interviews ◽  
Practical Implications

Purpose Based on insights from the buying process, the purpose of this study is to align selling firms to the buyer’s efficiency needs that are grounded on the different types of purchases. Design/methodology/approach Using thematic analysis, this study conducted 35 in-depth interviews with business-to-business buyers and salespeople on the changing buyers’ sourcing needs. Findings In line with buyer enablement, buyers prefer personal selling when they perceive the sales offer as highly risky for the buying organization, whereas they have a strong preference for a direct marketing approach by the selling firm when they are purchasing low-risk purchases. Research limitations/implications This paper is a qualitative study. Future research should collect secondary company data to validate the results. Practical implications This paper addresses the buyer’s sourcing needs and presents how direct marketing channels and personal selling should be balanced to increase the return on salesforce resources. Originality/value This is one of the first studies to examine how sales organizations can create value by facilitating the buying process. Depending on the buyer’s categorization of the sales offer, this study highlights how a choice between direct marketing or personal selling improves the buyer’s perception of the sales organization.

Process and output control in marketing channels: toward understanding their heterogeneous effects

2019 ◽  
Vol 34 (4) ◽  
pp. 735-753 ◽  
Author(s):  
James R. Brown ◽  
Jody L. Crosno
Keyword(s):  
Meta Analysis ◽  
Marketing Channel ◽  
Marketing Channels ◽  
Control Measures ◽  
Organizational Control ◽  
Future Research ◽  
Output Control ◽  
Content Type ◽  
Heterogeneous Effects ◽  
Channel Control

Purpose Extant research has demonstrated that marketing channel control can produce both positive and negative effects. This paper aims to use meta-analysis to understand potential sources of those heterogeneous effects. This research also identifies areas in need of future research to help deepen the understanding of marketing channel control. Design/methodology/approach This study uses meta-analysis to quantitatively review some of the methodological factors that might explain conflicting results uncovered in previous empirical studies. Findings The results generally show a positive relationship between process and output control and their studied correlates. They also show that the effects of process and output control vary by the methodological factors used to study them. In particular, the effects of process and output control appears to be stronger in industrial (vs consumer) markets, service (vs goods) industries and in studies conducted in non-Western (vs Western) cultures; and output monitoring measures appear to be more effective than output control measures, yet process monitoring appears to be less effective than process control in marketing channels. Originality/value This original meta-analysis review of the literature on organizational control in marketing channels shows that the effects of process and output control vary according to the research context investigated as well as the specific measure of control used. The paper presents an agenda to guide future research on this topic to more fully develop knowledge of organizational control in marketing channels.

The influence of perceived media richness of marketing channels on online channel usage

2018 ◽  
Vol 13 (2) ◽  
pp. 169-190 ◽  
Author(s):  
Marcin Lipowski ◽  
Ilona Bondos
Keyword(s):  
Customer Service ◽  
Information Search ◽  
Marketing Channel ◽  
Marketing Channels ◽  
Future Research ◽  
Computer Assisted ◽  
Media Richness ◽  
Content Type ◽  
Online Channel ◽  
And Gender

Purpose The purpose of this paper is to identify the differences in the perceived media richness of three marketing channels by different consumer generations as well as to indicate the importance of the perceived media richness of each of channel for the intention of online use at pre-purchase stage. Design/methodology/approach The study is based on a sample of 1,103 consumers in Poland, which research sample included three generations: Baby Boomers, X generation and Y generation. Computer-assisted personal interview method was used with a standardised questionnaire; the research sample was determined using a quota-random method, with the quotas referring to age and gender and the nature of the place of residence (provincial town, town/city other than a provincial one, or a village) – the structure of the sample was maintained at the regional level. Findings Analysed channels (online, offline, phone) have different perceived media richness. Consumers from different generations can perceive media richness of the same marketing channels in various ways. Perceived media richness of the analysed marketing channels has an impact on the intention to use the channel online. Research limitations/implications First, the fact of blurring differences between consumers generation, particularly X and Y generation. As well the fact that each generation has identified an internal diversity. Second limitation refers to the type of marketing channels included in research. Finally, limitation also applies to spatial extent of the study. The above limitations can also be some directions of future research – taking into account some other marketing channels and verifying the conclusions on other consumer groups. Practical implications General recommendation refers to the need for treating customers in each marketing channel in the same way – immediate response is one of the aspects of this recommended unified customer service in multichannel environment. Online channel communications with customers should be supported by giving consumers more personalised communication via phone, chat and social media. For older consumers, it is recommended to gradually redirect them to an online channel. Information search is a good start for online customer journey, because this channel at the pre-purchase stage is the most useful and least risky for the consumer unfamiliar with online environment. Social implications Better understanding of the needs of different customers generations and their perception of different marketing channel at the pre-purchase stage. Originality/value Identification of intergenerational differences in the perception of media richness of online, phone and offline channels.

Factors that impact farmers’ engagement in local food brand development

2019 ◽  
Vol 15 (1) ◽  
pp. 86-101
Author(s):  
Dimitrios Tselempis ◽  
Philippos Karipidis ◽  
Dionysios Tzimas ◽  
Ioanna Karypidou
Keyword(s):  
Marketing Channel ◽  
External Support ◽  
Future Research ◽  
Proactive Behavior ◽  
Public Authorities ◽  
Content Type ◽  
Brand Development ◽  
Intention To Participate ◽  
Marketing Firms ◽  
Farm Business

Purpose The purpose of this paper is to explore farmers’ intentions to engage in food brand development schemes and identify the factors that impact this. Design/methodology/approach By assuming the utility maximization behavior of farmers, based on data collected from 539 fruit and vegetable producers, this study estimates an intention to participate and a willingness to pay model. Findings Three groups of factors determine the utility the farmers derive and subsequently their engagement in brand development. Farm business characteristics include farmers’ age, the attainment of quality certification and cultivated area, while psychological factors include farmers’ attitudes toward local reflections of the brand, perceptions regarding the need for farm business external support and consumers’ interest, as well as farmers’ commitment to quality requirements. Farmers’ strategies related to the share of products sold by cooperatives and to individually use the brand also determine their engagement in a brand development scheme. Research limitations/implications Future research should distinguish producers according to the marketing channel they choose and their industry, and explore the intentions of intermediate marketers. Practical implications Marketing cooperatives should undertake initiatives to develop local brands effectively, taking into consideration the factors that impact farmers’ engagement, while food marketing firms should properly adapt their purchasing and promotion strategies. Public authorities should formulate a policy mix that enhances farmers’ knowledge related to marketing issues and encourages farmers to strengthen their positions in the marketplace. Originality/value The research reveals a strategic proactive behavior of farmers favoring the development of local brands, and provides insights into the factors that impact farmers’ adoption decisions.

Haunted by the past: transformations and daily challenges of China's prosthetics

2020 ◽  
Vol 10 (1) ◽  
pp. 115-124
Author(s):  
Chunchun Wang
Keyword(s):  
Design Methodology ◽  
Cross Cultural ◽  
Future Research ◽  
Institutional Pressures ◽  
Rehabilitation Center ◽  
Content Type ◽  
The Past ◽  
Daily Experiences ◽  
History Of ◽  
Depth Interviews

PurposeThe purpose of this paper is to examine the transformations of prosthetic practices in China, as well as the daily experiences and dilemmas arising from the everchanging practices since 1949. On the basis of materials, this paper explores an everyday perspective to review the history of technology.Design/methodology/approachEthnography was collected with the application of participant observations, informal interviews and in-depth interviews during a 13-months study at a rehabilitation center in Chengdu, China. The literature on prosthetic manufacturing was also reviewed for this paper.FindingsChina's prosthetic technology seems to evolve from traditional to modern. However, this progressive narrative – innovation-based timeline (Edgerton, 2006, xi) – has been challenged by daily practices. Due to institutional pressures, prosthetists are in a dilemma of selectively using their knowledge to create one kind of device for all prosthesis users with a certain kind of disability, thereby regulating the physical and social experiences of prosthesis users. Besides, prosthesis users are accustomed to prostheses made with old techniques, and must correct themselves from old experiences to the daily practices recognized by the selected techniques.Originality/valueThis paper provides a cross-cultural case to reexamine Edgerton's criticism of the progressive and orderly innovation-centric technological narrative. More importantly, it reviews the history and practices of China's prosthetics from daily experiences rather than Edgerton's concentration on technology; therefore, it provides an everyday perspective for future research on technological transformations.

Chinese aquatic farmers' participation in modern marketing channels

2014 ◽  
Vol 116 (5) ◽  
pp. 780-791 ◽  
Author(s):  
Xianhui Geng
Keyword(s):  
Structural Equation ◽  
Marketing Channel ◽  
Marketing Channels ◽  
Single Item ◽  
Content Type ◽  
Function Mechanism ◽  
Relationship Networks ◽  
Selection Decision ◽  
The Government ◽  
Practical Implications

Purpose – The study uses survey data obtained in Jiangsu province, China, in June and August of 2012 to analyse the causal relations between aquatic farmers' relationship networks and trust, specific asset investments, joining in cooperatives and modern marketing channels participation. Design/methodology/approach – The authors used the structural equation mode to analyze the variables' causal relationships. Findings – The research results show that Chinese aquatic farmers' relationship networks can positively impact their participation in modern channels through the mediators of trust, specific assets investments and joining in cooperatives. Research limitations/implications – Two constructs are measured by a single item. Further study to incorporate multi-item constructs would be valuable. Practical implications – The policy implication is that the government should pay attention to farmers' relationship networks and can provide them with more public goods, especially channel and price information, to assist their evaluations and decision-making, which can help them to access modern marketing channels. Originality/value – The authors gave the answers that whether farmers' relationship networks affect their marketing channel selection decision and the function mechanism.

scholarly journals ANALYSIS OF THE PRODUCTION AND MARKETING OF ORGANIC VEGETABLES IN THE STATE OF NEW YORK: A CASE STUDY

2018 ◽  
Vol 4 (2) ◽  
pp. 1-20
Author(s):  
Humberto Davi Zen ◽  
Janaína Balk Brandão
Keyword(s):  
New York ◽  
Direct Marketing ◽  
New York State ◽  
Marketing Channel ◽  
Marketing Channels ◽  
Constant Attention ◽  
Organic Certification ◽  
Productive Activities ◽  
High Coordination

The aim of this paper is to analyze the production and marketing structure of a certified family establishment for organic food production in New York State and compare it with the scientific literature. In order to establish a high coordination between the production and commercialization processes, the farmer uses a productive and business planning supported by detailed records of previous seasons and sales and constant attention to the movements and trends of the markets and of the consumers of his products. Thus, it is verified that the productive activities are oriented by a schedule elaborated according to the expectations of demand for each moment of the productive season. On the marketing side, organic certification proves to be a competitive advantage and a way of adding value to the product, and it enables access to different marketing channels, what allows the farmer to reach different groups of consumers. In this case, the direct marketing, especially in the Farmer's Market, is the most relevant marketing channel for both amount of products and revenue share.

scholarly journals Tauke and Emotional Network Model in Oil Palm Marketing: Getting Fresh Fruit from Smallholders in Indonesia

2020 ◽  
Vol 55 (4) ◽  
Author(s):  
Rizabuana Ismail ◽  
Slamet Haryono ◽  
Ira Maya Sofa Harahap ◽  
Ria Manurung
Keyword(s):  
Oil Palm ◽  
Marketing Channel ◽  
Marketing Channels ◽  
Fresh Fruit ◽  
Network Marketing ◽  
Marketing Model ◽  
Marketing Models ◽  
Cash Payment ◽  
Fresh Fruit Bunches ◽  
Depth Interviews

This article describes how fresh fruit bunches grown by oil palm smallholders are incorporated into oil palm marketing models in Indonesia. This emotional network marketing model is a supplementary model of marketing models in Malaysia which is called factory centered and middleman model. This research uses a descriptive qualitative method. The data was collected by conducted in-depth interviews with 28 informants coming from 4 (four) categories of oil palm smallholders: oil palm tauke (middleman) that included big tauke and small tauke, workers in the loading ramps, and workers in the oil palm factories who were involved in oil palm marketing channels. The result of the research showed that the oil palm marketing channel between smallholders and either small tauke and big tauke was based on an emotional network with a strong bond of friendship, brotherhood, dwelling location, cash payment, giving loan with reasonable requirements, and providing transportation for fresh fruit bunches. In contrast, oil palm marketing channel among smallholders, loading ramp buyers, and POF was based on regulations. This writing presented a different perspective of oil palm marketing channels in general by involving the emotional network of the existing actors for getting fresh fruit bunches and the advantages of oil palm marketing. In this marketing model, there is a longer marketing channel and actors with their varied roles.

scholarly journals Transformative service research: a conceptual framework based on consumer's perspective

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Veronica Ungaro ◽  
Laura Di Pietro ◽  
Maria Francesca Renzi ◽  
Roberta Guglielmetti Mugion ◽  
Maria Giovina Pasca
Keyword(s):  
Conceptual Framework ◽  
Well Being ◽  
Service Research ◽  
Future Research ◽  
Bottom Line ◽  
Content Type ◽  
Consumer Perspective ◽  
Social Environmental ◽  
The Relationship ◽  
Depth Interviews

PurposeThis study aims to investigate the consumer's perspective regarding the relationship between services and well-being, contributing to the knowledge base in transformative service research (TSR). More specifically the aim was to understand consumers' perceptions of the relationship between services and well-being and their views about how companies can contribute (directly and/or indirectly) to achieve the well-being.Design/methodology/approachTo reach the research aim, the study adopts an explorative inductive design, carried out through a qualitative approach and grounded in 30 in-depth interviews with consumers.FindingsService sustainability represents the fundamental characteristic that determines the service ability to be transformative, requiring the implementation of the triple bottom line dimensions: social, environmental and economic. It emerged that, in the consumer's mind, the service categories that present a stronger relationship between service and well-being are as follows: healthcare, financial and transport.Originality/valueThe paper proposes a conceptual framework to describe the consumer perspective of the services' transformative role in promoting well-being, providing a theoretical lens for conducting future research and continuing to expand transformative service research (TSR).

scholarly journals Analisis Efisiensi Pemasaran Produk Spa yang Laris Terjual pada PT Bali Tangi

2018 ◽  
pp. 61
Author(s):  
NI KADEK WINDA YULIASARI ◽  
I GUSTI AGUNG AYU AMBARAWATI ◽  
I KETUT RANTAU
Keyword(s):  
Direct Marketing ◽  
Marketing Channel ◽  
High Volume ◽  
Efficiency Analysis ◽  
Marketing Channels ◽  
Snowball Sampling ◽  
High Demand ◽  
Price Efficiency ◽  
Marketing Efficiency ◽  
Marketing Agency

Marketing Efficiency Analysis of Best Seller Spa Products at PT Bali Tangi This research is aimed to find out the marketing channels, to calculate marketingmargin, producer’s share, and to analyze marketing efficiency of best seller spaproducts at PT Bali Tangi. This company produces three types of spa productsnamely scrub, masker and massage oil that are in high demand. Samples wereselected purposively for retailers from PT Bali and snowball sampling for retailersfrom the wholesaler. Total samples were 30 from Denpasar City and BadungRegency including wholesaler, retailers, hotels and villas. The results showed thatthere are three types of marketing channels of best seller spa products of PT BaliTangi. Channel I: producer – end consumers (for three spa products), channel II:producer – retailers and institutional consumers – end consumers (for three spaproducts), and channel III: producer - wholesaler - institutional consumers – endconsumers (for only two spa products). The channel II comprises 52.95% of the totalsales, whereas 8.97% and 38.07% respectively for channel I and III. The highestmarketing margin was seen from the channel III at amount of Rp 80,000/unit, whileno marketing margin coming from the channel I as it is direct marketing. Thechannel II has marketing margin Rp 25,000. The highest producer’s share is onchannel I by 100% and the lowest is on channel III by 57.89%. The channel II hasproducer’share of 86.49%. In terms of marketing efficiency, this research does notcompare to channel I because channel I does not have a marketing agency. ChannelII of the marketing channel is the most efficient based on three analysis of marketingmargins, producer’s share, and price efficiency. Channel III is only efficient atoperational efficiency of 2,944.57%. Meanwhile, channel III is inefficient. Despite ofinefficiency, channel III is the main supporting channel for the company to maintaindue to high volume of trading compared to channel I.

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