Agricultural Communications Documentation Center, Funk Library, University of Illinois Document Number: C29083
Notes:
Pages 184-186 in Ronald D. Knutson, Sharron D. Knutson and David P. Ernstes (eds.), Perspectives on 21st century agriculture: a tribute to Walter J. Armbruster. Farm Foundation, Oak Brook, Illinois. 341 pages.
Lormore, Mike (author / Pfizer Animal Health) and National Institute for Animal Agriculture.
Format:
Presentation
Publication Date:
2012-03
Published:
USA
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 185 Document Number: D00363
Notes:
PowerPoint presentation at the National Institute for Animal Agriculture 2012 annual conference, Denver, Colorado, March 26-29, 2012. Via website. 36 pages.
In recent years, there has been a rapid growth in new type, direct and short supply chains (SSC) Hungary, and the markets have proved to be globalisation-resilient, keeping their market share from sales of fast-moving consumer goods. We conducted a consumer and producer survey to identify the most important expectations and experiences about markets in Hungary. We applied a service quality model (SERVQUAL) to measure the consumers’ and producers’ opinions and satisfaction of Hungarian markets. A warning result of our study is that vendors estimate their level of service above that of the consumers’ experiences which means that, in spite of the direct communication, they do not have an accurate understanding of their customers’ requirements. Our surveys also showed that there is a substantial deficiency between the services expected and experienced at markets in all dimensions (environment, service, convenience and produce) that influence the choice of retail channel. The most important dimension proved to be produce quality which should thus remain in the focus of market developments. In recent years, new trends in urban local food movements have started to emerge in Hungary which could not be detected at the time of our survey (2012). Thus we intend to extend our survey in the future to see whether these new local-alternative food movements have formed a new consumer segment for farmers’ markets in Hungary, and in what way should the market vendors modify their services to be able to ride this new trend.
Moustier, Paule (author) and Nguyen, Thi Tan Loc (author)
Format:
Book chapter
Publication Date:
2010
Published:
Vietnam
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Document Number: C37109
Notes:
See C37105 for original, Pages 185-197 in Alessandro Bonanno, Hans Bakker, Raymond Jussaume, Yoshio Kawamura and Mark Shucksmith (eds.), From community to consumption: new and classical themes in rural sociological research. Research in Rural Sociology and Development, Volume 16. Emerald Group Publishing Ltd., Bingley, U.K. 275 pages.
