Management Theory and Studies for Rural Business and Infrastructure Development, Volume 22

Promotion of direct marketing of agricultural and food products in compliance with consumers priority

Deiva Mikelionytė, Ingrida Lukošiutė, Laura Petrauskaitė

Abstract

One of the ways to increase farmer’s income is to sell own grown products by face-toface
contact with customer without intermediary – getting all price of product. On the other side,
consumer gets opportunity to purchase firsthand agricultural and food products.
There are forms of direct marketing and use of them by Lithuanian farmers analyzed in
the article. An interview was arranged to find out the opinion and requirements of consumers
about agricultural and food selling in marketplaces as one of most popular direct marketing
forms in Lithuania. 629 respondents from the whole Lithuania participated in it.
After evaluation of consumer’s priorities and in consideration of foreign experience, recommendations
how to promote direct marketing of agricultural and food products were proposed.

Keyword(s): direct marketing, marketing of agricultural and food products, marketplaces


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Management Theory and Studies for Rural Business and Infrastructure Development eISSN 2345-0355

This journal is published under the terms of the Creative Commons Attribution-Noncommercial 3.0 Unported License. Responsible editor: Dr Audrius Gargasas.