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Artisanal Food Production And Marketing In The Perth Area Of Western Australia: Some Preliminary Indications Of Difficulties With Classical Economics And Supply Chain Theory

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  • Mark AZAVEDO

    (School of Management, Shinawatra University, Thailand)

  • John WALSH

    (SIU Research Centre, School of Management, Shinawatra University, Thailand)

Abstract

This paper derives from various pieces of research, quantitative and qualitative, among artisanal food producers in the Perth area of Western Australia. The research had a focus on the marketing aims of artisanal food producers associated with attendance at Victoria Park Farmers’ Market. It was started so as to locate the motivations of these small-scale producers to be involved in food production at all. Major motivational themes quickly emerged. The first was freedom and the second was self-expression, while community feeling was also important as an other-orientated approach, which was slightly contradictory. Sub-themes also emerged, for instance the desire to promote community health. What was not relevant was the drive towards maximising income, creating substantial income, which is from the perspective of entrepreneurship or economic rationality. That rationality derives, of course, from the propositions of classical economics, which has been looking threadbare for some time. Ally the findings here with those from others from research work on consumers at Perth farmers’ markets and consumers of the artisanal producers’ products and this sense of irrationality was further confirmed. Purchasers were little concerned about prices. Ultimately, though, farmers’ markets are characterized by high prices and irrationality in terms of classic supply chain theory, whereby the more that intermediaries are removed, the lower the price should be for the purchaser. That simply does not happen since there is a social element, even a relationship element, that is now being factored into price determination as consumers and farmers come face-to-face.

Suggested Citation

  • Mark AZAVEDO & John WALSH, 2018. "Artisanal Food Production And Marketing In The Perth Area Of Western Australia: Some Preliminary Indications Of Difficulties With Classical Economics And Supply Chain Theory," Management and Marketing Journal, University of Craiova, Faculty of Economics and Business Administration, vol. 0(1), pages 47-57, May.
  • Handle: RePEc:aio:manmar:v:xvi:y:2018:i:1:p:47-57
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    References listed on IDEAS

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    1. Gumirakiza, Jean Dominique & Curtis, Kynda R. & Bosworth, Ryan C., 2014. "Who Attends Farmers’ Markets and Why? Understanding Consumers and their Motivations," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 17(2), pages 1-18, May.
    2. repec:bla:jindec:v:50:y:2002:i:4:p:431-56 is not listed on IDEAS
    3. Emanuele Blasi & Clara Cicatiello & Barbara Pancino & Silvio Franco, 2015. "Alternative food chains as a way to embed mountain agriculture in the urban market: the case of Trentino," Agricultural and Food Economics, Springer;Italian Society of Agricultural Economics (SIDEA), vol. 3(1), pages 1-13, December.
    4. Fiona M. Scott Morton & Joel M. Podolny, 2002. "Love or Money? The Effects of Owner Motivation in the California Wine Industry," Journal of Industrial Economics, Wiley Blackwell, vol. 50(4), pages 431-456, December.
    5. Andrew D. Bugg, 2007. "Owner Motivations in the UK Speciality Food Sector," Working Paper series, University of East Anglia, Centre for Competition Policy (CCP) 2007-04, Centre for Competition Policy, University of East Anglia, Norwich, UK..
    Full references (including those not matched with items on IDEAS)

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    Cited by:

    1. Yuliati, Kiki & Hamzah, Ruth Samantha & Hamzah, Basuni, 2022. "Feasibility study on indigenous confectionery business – the case of gulo puan industries," Economia agro-alimentare / Food Economy, Italian Society of Agri-food Economics/Società Italiana di Economia Agro-Alimentare (SIEA), vol. 24(1), April.
    2. Kiki Yuliati & Ruth Samantha Hamzah & Basuni Hamzah, 2022. "Feasibility study on indigenous confectionery business - the case of gulo puan industries," Economia agro-alimentare, FrancoAngeli Editore, vol. 24(1), pages 1-30.

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    More about this item

    Keywords

    farmers’ markets; vendors; attendance motivations; artisanal food producer motivations;
    All these keywords.

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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