Abstract
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.
| Original language | English |
|---|---|
| Pages (from-to) | 26-32 |
| Number of pages | 7 |
| Journal | Journal of Food Distribution Research |
| Volume | 54 |
| Issue number | 1 |
| State | Published - Mar 2023 |
Bibliographical note
Funding Information:Sayed Saghaian acknowledges the support from the United States Department of Agriculture, National Institute of Food an d Agriculture, Hatch project No. KY004063, under accession number 7002927.
Publisher Copyright:
© 2023, Food Distribution Research Society. All rights reserved.
Keywords
- marketing margins
- multinomial Logit
- network marketing
- sales
- selected agricultural products
ASJC Scopus subject areas
- Food Science
- Agronomy and Crop Science
- Economics and Econometrics
- Management Science and Operations Research
- Marketing