Selected buying behaviours of cattle breeders on the Polish industrial feed market
2018
Szafranska, M., University of Agriculture in Krakow (Poland)
The buying behaviours of purchasers of industrial feed are still not researched. Researchers have been focusing mostly on the consumer goods and services market. Therefore, the aim of the paper is to identify and characterise selected buying behaviours of cattle breeders on the Polish industrial feed market. The knowledge of purchaser’s behaviours shaping their choice, apart from its cognitive dimension, may be used to design marketing actions in feed businesses effectively and reduce the vulnerability of their position on the Polish feed market. The main source of data used was primary information from author’s own study (the PAPI method, a group of 200 cattle breeders from the Malopolska Province). The statistical analysis of the studied material encompassed aggregate statistical indicators as well as the non-parametric test “chi square”. Results of studies were presented in a descriptive and graphic form. The conducted analysis shows that 85 % of farmers buying industrial feed use indirect distribution channels. Owners of the smallest stocks are the most likely to buy feed in outlets. Medium and large stock owners use direct channels due to order sizes. The most important factors for choosing industrial feeds are price, good location, and payment conditions.
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