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The extent to which downstream buyers are able to fulfil flower farmers needs in Da Lat - Viet Nam

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Open access
Authors
Le, B.
Batt, Peter
Date
2011
Type
Conference Paper

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Citation
Le, Bich Nhu and Batt, Peter J. 2011. The extent to which downstream buyers are able to fulfil flower farmers needs in Da Lat - Viet Nam, in Marketing in the Age of Consumerism: Jekyll or Hyde?, Proceedings of the Australian and New Zealand Marketing Academy Conference, Nov 28-30 2011, Perth, WA: ANZMAC.
Source Title
Proceedings of the Australian and New Zealand Marketing Academy conference 2011
Source Conference
The Australian and New Zealand Marketing Academy Conference 2011
ISBN
School
School of Management
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Abstract

This study seeks to examine the gap between what farmers want and what they actually receive from their downstream buyers in Da Lat - Viet Nam. The sample consisted of 206 chrysanthemum and rose farmers in Da Lat and reports on their exhange transactions with their most preferred and second most preferred buyer. Both social and economic criteria are identified as influencing the farmers' choice of downstream buyer, reinforcing the importance of relational marketing in the transitional economies as a means of risk mitigation.