Effects of Farmers' Goals on Strategic Marketing Decisions: A Study of Fruit Farmers in Chanthaburi Province of Thailand

15 Pages Posted: 29 May 2018 Last revised: 5 Jun 2018

See all articles by Bhawat Chiamjinnawat

Bhawat Chiamjinnawat

Sukhothai Thammathirat Open University

Elena Garnevska

Massey University - Massey University Auckland

Date Written: January 1, 2018

Abstract

Strategic marketing decisions (SMDs) of farmers are essential elements in response to the worldwide transformation of agri-food marketing systems. Generally, SMDs are made in regards to the goals that need to be accomplished. This paper aims to analyse the relationship between farmers' goals and SMDs of fruit farmers in Thailand. It is a quantitative survey study with 216 fruit farmer respondents. Nineteen goal statements based on extensive literature review and the results of the pilot study were developed. The survey data was analysed by using the principal component analysis (PCA) that grouped the farmers' goals into four factors, i.e. effectiveness, efficiency, sustainability and self-sufficiency. These factors were then tested based on their effects on the SMDs by using a logistic regression. The results suggested that farmers who participated in high-value markets were usually more market oriented, while farmers who utilised traditional marketing channels were usually production oriented. The results are informative to policy makers and industry stakeholders in fulfilling the complex goals of farmers as they are a key part in success of the fruit industry in Thailand.

Keywords: Strategic Marketing Decisions, Farmers' Goals, Fruit Farmer, Thailand

Suggested Citation

Chiamjinnawat, Bhawat and Garnevska, Elena, Effects of Farmers' Goals on Strategic Marketing Decisions: A Study of Fruit Farmers in Chanthaburi Province of Thailand (January 1, 2018). Asian Administration & Management Review, Vol.1, No.1. Available at SSRN: https://ssrn.com/abstract=3185362

Bhawat Chiamjinnawat (Contact Author)

Sukhothai Thammathirat Open University ( email )

Thailand

Elena Garnevska

Massey University - Massey University Auckland ( email )

Private Bag 102904
North Shore Mail Centre
Auckland, 0745
New Zealand

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