Cooperative Marketing Case Study

1205 Words 5 Pages Cooperative marketing
The European Union dedicates part of the Common Agricultural Policy (CAP) to the fruit and vegetable sector. It supports producers and fruit and vegetable cooperatives by offering them support via various different measures: the Single Payment Scheme; Producer Organisations; transitional payments for red berries; the promotion of agricultural produce; the School Fruit Scheme and rural development measures (European Farmers and Agri-Cooperatives).The United Kingdom differs from most of its partners in the European Community in that its farmers generally prefer non co-operative channels of distribution for their produce (Foxall, 2008). Even in Meghalaya, no such marketing technique is practiced by the farmers who
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Products / services will not sell unless and until people are told about them (Sharma, 2007). Zeithaml et al. (1995) described promotion as part of specific effort to encourage customers to tell others about their services. The present study showed that there was practically no engagement in promotional activity amongst the farmers. 2 out of 5 farmers have undergone some form of promotional event such as trade fair and fruit show festival. The reason the farmers are not engaging themselves in any promotional event is because they do not know how to do it (Farmer survey, promotion). A consumer also plays a greater role in this as it is the consumers who decides whether he/she will buy the fruit or not. So considering this point, a farmer has to move another step ahead i.e. promoting the fruits they sell so that it appeals to the consumers and also to convert non buyers to buyers (Table 5.2; Table 5.7). In order to change the behaviour of the consumers, the influencing agent such as advertising, promotion word of- mouth, etc, must either alter the beliefs and values involved in a complex decision or where the context controls behaviour, modify the consumers environment (East et al, 2013). Half of consumers also felt that there is not enough information about indigenous fruits (Table 5.31 ) and majority of the consumers felt that there is a need to educate consumers to use such type of products (Table 5.32). Through Information and Communication efforts consumers knowledge , attitudes and decision making can alter including food choices and dietary behaviour (Verbeke, 2008). Hence, Advertising is one of the tools a farmer/group of farmer can adopt to improve the marketing of indigenous fruits and the response rate from the consumers who agreed to this statement is quite high (Table 5.26) agreed to it. These campaigns, and publicity have incited greater

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