Subject Term: marketing research - Bibleaves Search Results

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1. Workshop wine Wednesdays: change in behavior around local wines

Collection:: Agricultural Communications Documentation Center (ACDC)
Contributers:: Watrelot, Aude (author), Francis, Sarah (author), and Smith, Sarah Al-Mazroa (author)
Format:: Journal article
Publication Date:: 2025-02-15
Published:: USA: Extension Journal, Inc.
Location:: Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 209 Document Number: D13562
Journal Title:: The Journal of Extension
Journal Title Details:: 63(1)
Notes:: Wine workshops hosted at local wineries positively impacted the behavior of Iowa wine consumers. Many participants (75%) reported visiting an Iowa winery following the workshop. The percentage of participants consuming Iowa wines increased by 20.6% (p < 0.001) following the workshop. Based on these outcomes, it appears these three hour wine workshops are a very useful opportunity for consumers to be engaged and involved, and to learn about local grapes and wines as well as to improve their behavior toward local products.

2. Understanding how branding influences Gen Z’s behavioral intent with charitable food organizations

Collection:: Agricultural Communications Documentation Center (ACDC)
Contributers:: Stollar, Marlee (author), Rumble, Joy N. (author), and Specht , Annie R. (author)
Format:: Journal article
Publication Date:: 2024-11-04
Published:: USA: Association for Communication Excellence
Location:: Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 209 Document Number: D13496
Journal Title:: Journal for Applied Communications
Journal Title Details:: 108(3)
Notes:: 20 pages, Food security, also known as having proper access to food to live a healthy life, affects more than 10% of individuals in the United States. Marketing and communications, as well as brand identity, plays a role in how organizations combating food insecurity operate and raise awareness. However, these organizations’ communications are typically not as successful as for-profit corporations, and there is a gap in literature about the effectiveness of these charitable food organizations’ marketing efforts. The purpose of this study was to determine the effect of charitable food organization branding on college students’ support of charitable food organizations—specifically through volunteering, donating behavior, and advocacy efforts. This study used the Theory of Planned Behavior (TPB), color theory, and semiotics to craft treatments similar to social media images from charitable food organizations (CFOs). There were four treatment groups, all with the same verbiage, but all using either color or no color or with an icon versus an image. Findings suggested Treatment 3, the colorful treatment with a picture of two children, had the greatest impact on intent to support CFOs. While some of the other treatment models were significant, none included all significant TPB predictors as with treatment 3. This study’s results indicate that using a post with imagery and color can influence intent to support charitable food organizations. Future research should use qualitative methods to better understand this study and similar studies’ results.

3. Marketing channel, production technique and farm profitability in vegetables marketing: empirical evidence from micro data in Punjab, Pakistan

Collection:: Agricultural Communications Documentation Center (ACDC)
Contributers:: Yasmin, Bushra (author) and Fatima, Hina (author)
Format:: Journal article
Publication Date:: 2022-09-27
Published:: Pakistan: Directorate of Agricultural Information Lahore
Location:: Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 206 Document Number: D12855
Journal Title:: Journal of Agricultural Research
Journal Title Details:: Vol. 60, N.4
Notes:: 13 pages, Current study was conducted during 2020 by Department of Economics, Fatima Jinnah Women University, Rawalpindi, Pakistan to study evaluate the marketing channel of vegetables in Punjab pertaining to farm’s profitability and the factors determining this profit based on primary data collected from 100 farmers each for 4 selected vegetables . Data were collected through structured questionnaire from 36 villages out of 7 cities of Faisalabad division while from 28 villages out of 5 cities of Bahawalpur division through purposive sampling technique. Gross margin analysis and mean regression was done to estimate the determinants of profit both at division level and for the pooled data. The gross margin per acre was calculated at Rs.171,676 for cucumber, Rs. 171,649 for green chilies, Rs. 315,229 for tomatoes and Rs. 33,002 for onions. The regression results showed age, farming experience, credit and storage facilities, production cost and commission to the middle man as significantly contributing factors in profit while the choice of production technique appeared to be particularly depending on the educational qualification of selected farmers. The peak age that yielded maximum profit was calculated at 49 and 42 years in Faisalabad and Bahawalpur division, respectively. Experience of farmers was significantly increased in profit. The commission to agent surpasses all other payments that farmers incurred during marketing process. The margin was around 39% and 33% of total cost for cucumber and chilies in Faisalabad while 34% and 43% percent for tomatoes and onion in Bahawalpur. So the enactment of farmers with middle man for the sale of crop was due to heavy reliance on them for loans; around 80 percent famers in Faisalabad while about 40 percent in Bahawalpur sought loans from middle man. The study suggested that healthy competition among farmers by providing them adequate storage facilities, sufficient credit, perfect market information and education could contribute positively in adopting advanced modes of production to minimize the production and marketing cost.

4. Building Self-reliance: A Framework to Evaluate Smallholder Coffee Farmers’ Pursuit of Commercialization

Collection:: Agricultural Communications Documentation Center (ACDC)
Contributers:: Silvert, Colby (author), Diaz, John (author), Warner, Laura (author), Grady Roberts, T. (author), and Injoque, Raul (author)
Format:: Journal article
Publication Date:: 2021-08-21
Published:: United States: New Prairie Press
Location:: Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 205 Document Number: D12525
Journal Title:: Journal of International Agricultural and Extension Education
Journal Title Details:: Vol. 28(4)
Notes:: 18 pages, This study examines the application of a self-reliance framework for practitioners and evaluators to better understand the capacities and intrinsic factors impacting smallholder coffee farmers’ commercialization behaviors. We surveyed 40 smallholder coffee producers in Peru using a quantitative instrument. Data were analyzed to determine if statistical relationships exist between farmers’ self-reliance (measured via knowledge and skills, attitudes, and aspirations) and their commercialization behaviors. Findings indicate the self-reliance framework effectively illustrates relationships between farmers’ aspirations, knowledge and skills and their commercialization behaviors, while future, additional studies are needed to better measure and understand the role of commercialization-related attitudes. Practitioners can leverage the study’s findings by using a self-reliance framework to infer farmers’ likeliness to pursue sustainable commercialization practices and align their trainings and design interventions based on evaluation findings. The conceptual self-reliance framework is the first of its kind applied for smallholder coffee commercialization. The findings demonstrate that self-reliance concepts employed recently in other contexts may potentially be used similarly by extension and development facilitators.

5. ‘I will know it when I taste it’: trust, food materialities and social media in Chinese alternative food networks

Collection:: Agricultural Communications Documentation Center (ACDC)
Contributers:: Martindale, Leigh (author)
Format:: Journal article
Publication Date:: 2021-06
Published:: United States: Springer Nature
Location:: Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 203 Document Number: D12225
Journal Title:: Agriculture and Human Values
Journal Title Details:: v. 38, iss. 2
Notes:: 15 pages, Trust is often an assumed outcome of participation in Alternative Food Networks (AFNs) as they directly connect producers with consumers. It is based on this potential for trust “between producers and consumers” that AFNs have emerged as a significant field of food studies analysis as it also suggests a capacity for AFNs to foster associated embedded qualities, like ‘morality’, ‘social justice’, ‘ecology’ and ‘equity’. These positive benefits of AFNs, however, cannot be taken for granted as trust is not necessarily an outcome of AFN participation. Using Chinese case studies of AFNs, which are characterised by a distinct form of trust pressure—consumers who are particularly cynical about small scale farmers, food safety and the organic credentials of producers—this paper highlights how the dynamics of trust are in constant flux between producers and consumers. I suggest that it is the careful construction of the aesthetic and multi-sensory qualities of food, which is often celebrated via social media, that human centred relations in Chinese AFNs are mediated. This leads to two key conclusions: first, that the key variable for establishing trust is satisfying the consumer’s desire for safe (i.e. "fresh") food; and second, the materiality of the food and the perception of foods materiality (especially through social media), must both be actively constructed by the farmer to fit the consumer’s ideal of freshness.

6. Consumers’ and Farmers’ Perceptions in Europe Regarding the Use of Composted Bedding Material from Cattle

Collection:: Agricultural Communications Documentation Center (ACDC)
Contributers:: Klopčič, Marija (author), Erjavec, Karmen (author), Waldrop, Megan (author), Roosen, Jutta (author), Engel, Petra (author), Galama, Paul (author), and Kuipers, Abele (author)
Format:: Journal article
Publication Date:: 2021-04-29
Published:: Switzerland: MDPI
Location:: Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 204 Document Number: D12508
Journal Title:: Sustainability
Journal Title Details:: 13 (9)
Notes:: 10 pages, By-products like sawdust and straw are applied in compost bedded-pack barns (CBP) for cattle. These materials, which are gradually mixed with excreta and undergo a composting process, serve as a lying bed for the cattle. This study aims to assess the perception of consumers and farmers regarding the use of CBP during the grazing season of cattle for raising other animals or for growing food crops. This was examined by combining surveys with consumers from eight European countries and cattle farmers, focus groups with consumers, and in-depth interviews with individual farmers who implemented alternative uses of compost. The results showed that farmers preferred the compost bedded-pack system to the cubicle system in terms of sustainability and market aspects, although the cost of the bedding material required for CBP was seen as a significant negative aspect. Around half of all consumers indicated that the compost can be used for non-edible products and 26% indicated the compost can be used for raising other animals. Furthermore, 5% of consumers felt that compost should not be used for any other purpose. There were statistically significant differences between countries; therefore, regional specificities should be taken into account when marketing products from compost in CBP barns.

7. Local Food Marketing As a Growth Opportunity for Small Producers in Tennessee

Collection:: Agricultural Communications Documentation Center (ACDC)
Contributers:: Ajumobi, Blessing (author), Ekanem, Enefiok (author), and Mafuyai, Mary (author)
Format:: Journal article
Publication Date:: 2021-03
Published:: United States: Food Distribution Research Society
Location:: Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 203 Document Number: D12208
Journal Title:: Journal of Food Distribution Research
Journal Title Details:: Vol. 52, Issue 1
Notes:: 3 pages, Various food programs present opportunities for marketing local food in Tennessee. Health-conscious consumers prefer the health benefits of local food over processed foods. To satisfy consumer demand, local restaurants are utilizing the services of local food vendors. Conventional grocery stores are broadening their food aisles to accommodate locally produced foods. Using data collected from an online survey of 250 producers, this research update reports on opportunities for marketing local foods in Tennessee.

8. After WWII, mutton fell out of favor in the U.S. Can it make a comeback?

Collection:: Agricultural Communications Documentation Center (ACDC)
Format:: Online article
Publication Date:: 2020-11-26
Published:: United States: NPR: The Salt.
Location:: Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 124 Document Number: D11213
Notes:: 6 pages, via website

9. What Makes a Good Agricultural Story? Validation of a Scale for Marketing and Communication

Collection:: Agricultural Communications Documentation Center (ACDC)
Contributers:: Yueh, Hsiu-Ping (author), Chen, Ying-Ting (author), and Zheng, Yi-Lun (author)
Format:: Journal article
Publication Date:: 2020-06-18
Published:: Taiwan: Department of Library & Information Science of the National Taiwan University
Location:: Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 203 Document Number: D12170
Journal Title:: Journal of Library and Information Science
Journal Title Details:: Vol 18 No 1 (2020)
Notes:: 20 pages., Agricultural communication covers all kinds of human communications involving agriculture, food, natural resources and rural interests. Such communications exchange and deliver the information of the agricultural and natural resource industries to the right receivers through effective media. Storytelling in marketing is also a managerial application; it is a marketing strategy that includes the agricultural industry. While an increasing number of agricultural businesses are promoting the application of agricultural stories in marketing and facilitating increases in the consumption of agricultural products, few researchers have explicitly developed valid tools for measuring the constructs of agricultural stories. This study continued previous research on effective model of storytelling in agricultural marketing, with the aim of exploring the constructs of a good agricultural story and developing the “Agricultural Story Scale” to measure them. Thirteen items measuring three factors—authenticity, narrative, and protagonist’s distinctiveness—were confirmed to have satisfactory structural model fit. The findings of the study and recommendations that contribute to both theoretical and practical implications are reported. Keywords: Agricultural Story; Agricultural Communication; Measurement; Storytelling; Storytelling in Marketing

10. Imported Versus Domestic Chicken Consumption in Ghana: Do Attitudes and Perceptions Matter?

Collection:: Agricultural Communications Documentation Center (ACDC)
Contributers:: Asante-Addo, Collins (author / Weible, Daniele)
Format:: Journal article
Publication Date:: 2020-04-20
Published:: International: Taylor & Francis
Location:: Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 202 Document Number: D12027
Journal Title:: Journal of International Food and Agribusiness Marketing
Journal Title Details:: Vol. 32, 2020 - Issue 5
Notes:: 25 pages, Growth in the worldwide consumption of poultry meat, especially in developing countries, has resulted in increasing trade, raising concerns and criticisms about imports. Such concerns and criticisms include the potential to collapse the domestic industry and lead to job losses. This paper, therefore, analyzes the role of personal factors in driving the frequency of chicken meat consumption in general and, in particular, domestic and imported chicken. Results from a survey of 500 urban consumers in Ghana show that attitudes and perceptions are key factors influencing chicken meat consumption. Specifically, concerns about food safety, price, and the lack of convenience reduce regular domestic chicken consumption, while perceived quality and ethnocentrism increase regular consumption. Regarding imported chicken, price, convenience, and availability influence frequent consumption. Promotional activities that highlight the quality aspects in terms of taste and freshness of domestic chicken meat can give domestic actors a competitive advantage.

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