Journal
EUROPEAN JOURNAL OF DEVELOPMENT RESEARCH
Volume 22, Issue 4, Pages 494-509Publisher
PALGRAVE MACMILLAN LTD
DOI: 10.1057/ejdr.2010.26
Keywords
small-scale farmers; marketing preferences; latent segments
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This study uses a stated choice-based conjoint model to explore the marketing preferences of small-scale producers of fresh fruits and vegetables in Honduras. A total of eight attributes, proposed in hypothetical contracts to farmers, are evaluated. About two-thirds of farmers show preferences for traditional marketing systems, whereas one-third prefer new marketing channels associated with supermarkets. A latent segment approach, however, reveals significant levels of preference heterogeneity among small-scale farmers. The results suggest the importance of taking into account preference heterogeneity using latent classes in the development of policies aimed at linking small-scale farmers with new agri-food supply chains.
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