Research Report: Factors Affecting Sales of Selected Agricultural Products in Network Marketing

The goal of this research was to investigate factors affecting the purchase of selected agricultural products, including honey, rice, and tea, through network marketing in the city of Mashhad, Iran, in 2020. The results of a multinomial logit model showed that price of the product, product brand rec...

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Veröffentlicht in:	Journal of food distribution research 2023-03, Vol.54 (1), p.26-32
Hauptverfasser:	Saghaian, Sayed, Mohammadi, Hosein, Jafari, Mohammad Sadegh
Format:	Artikel
Sprache:	eng
Schlagworte:	Agribusiness Marketing marketing margins multinomial Logit network marketing sales selected agricultural products
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creator	Saghaian, Sayed Mohammadi, Hosein Jafari, Mohammad Sadegh
description	The goal of this research was to investigate factors affecting the purchase of selected agricultural products, including honey, rice, and tea, through network marketing in the city of Mashhad, Iran, in 2020. The results of a multinomial logit model showed that price of the product, product brand recognition, gender, age, and household income had a significant effect on the probability of buying selected agricultural products through network marketing. We conclude that offering lower prices, offering products with brand recognition and consumer loyalty, and distribution of products in network marketing with a focus on economic and demographic characteristics of customers incentivize buying from network marketing.
doi_str_mv	10.22004/ag.econ.339699
format	Article
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source	Elektronische Zeitschriftenbibliothek - Frei zugängliche E-Journals; Business Source Complete
subjects	Agribusiness Marketing marketing margins multinomial Logit network marketing sales selected agricultural products
title	Research Report: Factors Affecting Sales of Selected Agricultural Products in Network Marketing
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