Assessment of Affecting Factors on Citrus Marketing Channels Selection: Approach to Realizing Startups in Kazeroun County

Startups in agribusiness marketing are idea-centric technologies that play an important role in accelerating the sales process. In the present study, in order to realize startups in the product marketing process, we investigated the factors affecting the selection of citrus marketing channels among producers in Kazeroun. In this study, a sample of 320 producers was selected for 1396-97 using a simple random sampling method and was evaluated effectiveness of marketing channels. Then, Multinomial logit model was estimated for assessment of effective factors on marketing channel most effective selection. The result showed that effects of education level, price of product, packaging and awareness level of startups are significant and positive on acceptance of direct sale channel in market. Also, experience and garden distance from city variables have significant and negative effects on acceptance of direct sale channel. Thus, understanding the affecting factors on direct selling of the product in the market can be effective to realizing startups in the agricultural sector.

Article Type:
Research/Original Article
مجله رویکردهای پژوهشی کارآفرینانه در کشاورزی, Volume:2 Issue:1, 2019
61 - 74  
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