In recent years, farmers’ markets have become one of the most popular places for alimentary shopping. People searching for the alternative and healthier products often choose farmers’ markets instead of shopping centres. However, farmers’ markets face the same or even tougher competition than the conventional shopping places: farmers not only compete with powerful shopping chains, they have to compete among each other for every single customer. Therefore, customer loyalty becomes inevitable in this industry. Knowing the factors that lead customers to switch to another vendor becomes very important for consumer retention. The aim of the research is to determine the factors influencing customer switching behaviour in farmers’ markets in Lithuania. In order to reach the aim, the research was conducted in several stages: 1) the expert evaluation was provided to determine the factors influencing the customer switching behaviour that would be relevant to the industry; 2) a questionnaire survey regarding latter factors was provided; 3) the influence of the factors on customer switching behaviour regarding the different states of customer loyalty was assessed.

The impacts of agricultural policies are decisive on the agricultural sector, especially in the case of the European Union’s (EU) Common Agricultural Policy (CAP). The 2013 CAP reform introduced several new measures. In budgetary terms, basic payment and greening were the most significant ones. Besides, coupled supports, young farmer and small farmers scheme should be mentioned. To reveal the changes caused by these measures, the time horizon of the study is 2013−2017. Since the subsidies represent a significant part of the income generated in the agricultural sector, the basic hypothesis of the study is that the production units concerned (individual farms, private enterprises) gave economically rational answers. In practice, this means trying to fully adapt to the changes to maximize support. Based on the analysed datasets (Hungarian Central Statistical Office and Hungarian State Treasury), it became evident that farmers responded rationally: splitting up farms against capping, moving towards the lowest resistance to comply with greening, plus associating them with the extra support of coupled payments. Generational renewal is a key issue; however, the present form of young farmers’ scheme needs to be refined to be more effective. Small farmers scheme is a good opportunity for farmers with less than 5.5 ha and most of the concerned farmers chose well. However, there are about 6,000 farms that are too small for the standard system, while 772 farms that are too large for the small farmers scheme.

In a period of economic prosperity, the real estate market is very active. The demand for real estate is causing the growth of prices, thus inducing people to sell their properties. As the easiest and often most convenient way of selling the property is partnering a real estate company, even 95 per cent of sales are provided through the mediation. However, the increasing demand in services is often leading to the decrease in service quality. It is worth mentioning that, while the amount of real estate agencies is increasing, service quality becomes the main competitive advantage for companies. In order to contribute to a body of knowledge on service quality, this research deals with a problem: what service quality is provided by real estate agencies to farmers selling their properties, and what service quality dimensions have to be improved. The research aims to establish the undermanaged dimensions of service quality obtained by Lithuanian farmers selling their property through real estate agencies. The determination of latter dimensions is crucial for real estate agencies achieving to successfully compete in the market of real estate in Lithuania. In order to reach the aim of the research, previously elaborated service quality models were analysed and adapted to a current research framework. The questionnaire survey was provided to establish a model of service quality real estate agencies expected by farmers selling their property. Finally, the four-dimensional REASQ model was established.

The changing economic and social situation in the regions leads to the changing understanding of the potential which exists in the countryside. This research is based on the idea that farmers operate in close neighbourhood with the local communities and therefore they may hold a potential to start innovation processes in rural regions as agents of change. This may happen individually or together with the local community. Farmers are active in acquiring new knowledge and experience through collaboration with advanced innovation centres in research laboratories and universities, and sharing with the local community, thus making these innovations open. The success of innovators comes in line with the collaboration and therefore the defined three key factors of ‘innovating together’ in this research are: first, the shift from technical to organizational innovations; second, the shift from sectorial to territorial rural development strategies; third, the size of farms and rural enterprises due to the limited number of employees. Theoretical findings are followed by empirical investigations from representative data collected in Lithuanian farms in 2017, supported with relevant statistical analysis. Research results show that the potential for ‘innovating together’ in Lithuanian farms is rather weak when taking into account all three factors. However, there are reasons behind this which give insights for future developments in the field.

One of the most challenging issues of EU agriculture is viability of farmers’ and family farms. These farms used to play a major role in new member states. However, the last decades are characterized by the significant decrease in the number of farmers’ farms. The paper deals with the issues of these farms’ viability and the role of support. A literature review on viability concept and indicators justify the selection of socio-economic viability criteria for the survey. The findings are based on the results of Lithuanian farmers’ opinion survey. The analysis of the selected socio-economic criteria of viability shows that crop production farms are characterized as the most viable. According to the survey results, the farms with less than 30 ha, and the farms operated by farmers aged 60 and older belong to the most vulnerable group. These farms are non-viable in the long-run. The risk estimation of staying in agricultural business if support is abolished for viable and non-viable farms shows dependence of farm’s behaviour and viability status.