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Profiles of dairy cow farmers’ marketing strategies in the county of cornwall in the UK

Intellectual Economics

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Title Profiles of dairy cow farmers’ marketing strategies in the county of cornwall in the UK
Pienininkystės rinkodaros strategijos profiliai: kornuelo (JK) pavyzdys
 
Creator Tsourgiannis, Lambros
Karasavvoglou, Anastasios
Eddison, John
Warren, Martyn
 
Subject Milk marketing; marketing strategies; milk marketing channels; strategic typology; dairy cow farmers
Q12; Q13; Q18
pieno rinkodara; rinkodaros strategijos; pieno rinkodaros kanalai; strateginė tipologija; pienininkystės fermeriai
Q12; Q13; Q18
 
Description This study aims to profile the marketing strategies that dairy cow farmers follow in the County of Cornwall in the United Kingdom based on their distribution channel selection, farm and personal characteristics. The data were collected through a postal survey to 306 dairy cow farmers in Cornwall. Three marketing strategies were identified: (a) the opportunist strategy, (b) the return focus strategy and (c) the market orientation strategy. The main observed difference between the strategies is that the vast majority of the farmers who adopt the opportunist or the market orientation strategy allocate the greatest part of their farm land to their dairy cow enterprise and do not lease any milk quota from other farmers, whilst the majority of the farmers who follow the opportunist or the return focus strategy do not lease any milk quota to other farmers. Moreover, in market-oriented farms, average financial performance (compared to the performance of other dairy farmers operating in their region) was observed, while the financial performance of the return-focused farmers was not below average.
Straipsnyje siekiama nustatyti pienininkystės rinkodaros strategijas pagal fermų individualius bei kitokius požymius remiantis Kornuelo fermų pavyzdžiu. Išskirtos trys vyraujančios rinkodaros strategijos: a) konservatyvi, b) orientuota į įplaukas ir c) orientuota į rinką. Pagrindinis jų skirtumas tas, kad dauguma fermerių, taikiusių konservatyvią arba orientuotą į rinką strategijas, daugiausia naudojosi nuosavomis žemėmis ir nesiekė perimti kitų fermerių kvotų, o orientuoti į įplaukas fermeriai neperleido kitiems fermeriams savo kvotų. Tačiau visų šių grupių finansinės įplaukos nelabai skyrėsi.
 
Publisher Mykolas Romeris University
 
Contributor —
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Date 2013-09-20
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
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Format application/pdf
 
Identifier https://www3.mruni.eu/ojs/intellectual-economics/article/view/1176
 
Source Intelektinė ekonomika; Vol 2, No 8 (2010): Intellectual Economics; 57–73
Intellectual Economics; Vol 2, No 8 (2010): Intellectual Economics; 57–73
1822-8038
1822-8011
 
Language eng
 
Relation https://www3.mruni.eu/ojs/intellectual-economics/article/view/1176/1128
 
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