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Factors affecting marketing channel choice decisions of smallholder Citrus growers

Muhammad Imran Siddique (Institute of Agriculture and Environment, Massey University, Palmerston North, New Zealand)
Elena Garnevska (Department of Agribusiness, Institute of Agriculture and Environment, Massey University, Palmerston North, New Zealand)
Norman Edward Marr (Department of Logistics and Supply Chain Management, School of Engineering and Advanced Technology (SEAT), Massey University, Palmerston, New Zealand)

Journal of Agribusiness in Developing and Emerging Economies

ISSN: 2044-0839

Article publication date: 3 September 2018

Abstract

Purpose

Despite the fact that citrus industry is growing in Pakistan where production is dominated by small-scale citrus growers, no research has been done to evaluate and analyse the marketing channel choice decision-making process of these citrus growers. The purpose of this paper is to review the existing factors affecting decision making of small-size citrus growers in citrus supply chain in Pakistan and also measures and analyses the factors that affect the marketing channel decisions of these small size growers.

Design/methodology/approach

A multivariate decision analysis technique, conjoint analysis, was used to analyse and evaluate the major factors affecting marketing channel choice decisions of small-size citrus growers.

Findings

It was concluded that among nine very important factors, six factors played a major role in the marketing channel choice decision making. Only three factors namely, “price”, “time of complete fruit picking” and “number of fruit pickings” were considered highly important factors and reflected that citrus growers not only want to secure his payments but also to save their orchards for next season(s).

Research limitations/implications

The research would provide valuable information about citrus grower’s marketing decision-making process and thus would contribute to improving the efficiency and effectiveness of citrus industry in Pakistan.

Originality/value

This analysis would suggest them to make rational decisions and help choosing them the most appropriate combination of different levels of different factors which would increase their profits. This study identifies the most relevant factors and their levels which citrus growers and pre-harvest contractors preferred in citrus marketing channel choice decision making, thus, server as a guideline for the buyer’s to deal with them accordingly. This would improve the efficiency and reduce the transaction cost along the citrus supply chain in Pakistan.

Keywords

Citation

Siddique, M.I., Garnevska, E. and Marr, N.E. (2018), "Factors affecting marketing channel choice decisions of smallholder Citrus growers", Journal of Agribusiness in Developing and Emerging Economies, Vol. 8 No. 3, pp. 426-453. https://doi.org/10.1108/JADEE-03-2016-0014

Publisher

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Emerald Publishing Limited

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