The direct farmer's market: a tool for rural female empowerment
Direct Marketing: An International Journal
ISSN: 1750-5933
Article publication date: 23 October 2007
Abstract
Purpose
Women play an important role in marketing and their participation is greatest where trade is traditional. This study aims to explore this most basic level of direct marketing.
Design/methodology/approach
To understand the turn around in the life of these women, the study examined the opportunity accrued to women farmers through participating in direct farmer's markets in Japan. Purposive sampling method was adopted in selecting the respondents. To establish change(s) in respondent's status; the snowball method was used to select non‐direct farmers markets (DFM) users for comparison while data collection was done by structured questionnaire and interview schedule.
Findings
The findings of the study revealed that most of the DFM studied were established to improve rural women status.
Practical implications
The relationship between the empowerment of both groups and selected characteristics suggests that their empowerment in familial and mobility would be decreasing as they advance in age.
Originality/value
Much of the current direct marketing research is focused on the high‐level/high‐tech sectors. This research investigates the most fundamental level of direct marketing: one‐to‐one interactions and transactions.
Keywords
Citation
Tijani, S.A. and Yano, I. (2007), "The direct farmer's market: a tool for rural female empowerment", Direct Marketing: An International Journal, Vol. 1 No. 4, pp. 195-210. https://doi.org/10.1108/17505930710836979
Publisher
:Emerald Group Publishing Limited
Copyright © 2007, Emerald Group Publishing Limited