Study on Cooperatives’ Selection of Marketing Channel Modes and Its Influencing Factors
Circulating agricultural products smoothly in multi-level and multi-channel is an important way to realize the value goals of farmers’ specialized cooperatives. Using multinomial Logit regression model, the article analyzes 232 channel paths data of 63 cooperatives to study the
cooperative’s selection on marketing channel modes and its influencing factors. Results show that the current most commonly used channel modes include 7 classes, namely direct selling, farmer-wholesalers direct purchase, farmer-enterprise direct purchase, farmer-supermarket direct purchase,
farmer-foreign direct purchase, farmer-table direct purchase, farmer-logistic company direct purchase and so on. Compared with the direct selling mode, among the numerous factors, satisfying capability of ordered quantity and ways to contact buyers of cooperatives are the main factors influencing
their choice of various channel modes; the size, asset specificity and trust level on transaction object are all proved to have no significant influence on cooperatives’ selection behavior of channel mode.
Keywords: Choice; Farmers’ Specialized Cooperative; Influencing Factor; Marketing Channel; Transaction Characteristic
Document Type: Research Article
Affiliations: College of Economics and Management, Huazhong Agricultural University, Wuhan, Hubei 430070, China
Publication date: 01 May 2016
- Journal of Computational and Theoretical Nanoscience is an international peer-reviewed journal with a wide-ranging coverage, consolidates research activities in all aspects of computational and theoretical nanoscience into a single reference source. This journal offers scientists and engineers peer-reviewed research papers in all aspects of computational and theoretical nanoscience and nanotechnology in chemistry, physics, materials science, engineering and biology to publish original full papers and timely state-of-the-art reviews and short communications encompassing the fundamental and applied research.
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