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Applying marketing channel theory to food marketing in developing countries: Vertical disintegration model for horticultural marketing channels in kenya

Author

Listed:
  • Tjalling Dijkstra

    (African Studies Centre, P.O. Box 9555, 2300 RB Leiden, The Netherlands)

  • Matthew Meulenberg

    (Marketing and Consumer Behaviour Group, Wageningen University, Hollandseweg 1, 6706 KN Wageningen, The Netherlands)

  • Aad van Tilburg

    (Marketing and Consumer Behaviour Group, Wageningen University, Hollandseweg 1, 6706 KN Wageningen, The Netherlands)

Abstract

This article shows that marketing channel theory, which has been extensively applied in developed countries, can also be of great value to the developing world. Notably, the channel approach makes it possible to explain the number of trade levels observed in food marketing systems. We propose here a vertical disintegration model for horticultural marketing channels in Kenya. It contains one dependent variable (the degree of vertical disintegration of a channel) and five independent variables (the population size of the market center served by the channel, the population density of the rural hinterland of that market center, the transport time from farm to market center, the turnover of the retailer involved, and the keeping quality of the commodity traded). Binomial and multinomial logit analyses show that the probability of encountering a more disintegrated horticultural marketing channel increases when the market center has more inhabitants, when the center's rural hinterland is more densely populated, and when the transport to the center takes more time. The probability of encountering a less disintegrated channel increases when the retailer in the channel has a larger turnover and when the traded commodity is a leafy vegetable. [EconLit classification: L190 market structure) © 2001 John Wiley & Sons, Inc.

Suggested Citation

  • Tjalling Dijkstra & Matthew Meulenberg & Aad van Tilburg, 2001. "Applying marketing channel theory to food marketing in developing countries: Vertical disintegration model for horticultural marketing channels in kenya," Agribusiness, John Wiley & Sons, Ltd., vol. 17(2), pages 227-241.
    • Handle: RePEc:wly:agribz:v:17:y:2001:i:2:p:227-241
    DOI: 10.1002/agr.1013
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    Cited by:

    1. Marijke D'haese & Wim Verbeke & Guido Van Huylenbroeck & Johann Kirsten & Luc D'haese, 2005. "New Institutional Arrangements for Rural Development: The Case of Local Woolgrowers' Associations in the Transkei Area, South Africa," Journal of Development Studies, Taylor & Francis Journals, vol. 41(8), pages 1444-1466.
    2. Reardon, Thomas & Odera, Michael M. & Neven, David, 2006. "Horticulture Farmers and Domestic Supermarkets in Kenya," Staff Paper Series 11534, Michigan State University, Department of Agricultural, Food, and Resource Economics.
    3. Hafiz Wasim Akram & Samreen Akhtar & Alam Ahmad & Imran Anwar & Mohammad Ali Bait Ali Sulaiman, 2023. "Developing a Conceptual Framework Model for Effective Perishable Food Cold-Supply-Chain Management Based on Structured Literature Review," Sustainability, MDPI, vol. 15(6), pages 1-28, March.
    4. Kariuki, Isaac Maina & Gideon, Aiko Obare & Loy, Jens-Peter, 2006. "Export Market Linkage via Gentleman's Agreement: Evidence from French Bean Marketing in Kenya," 2006 Annual Meeting, August 12-18, 2006, Queensland, Australia 25698, International Association of Agricultural Economists.
    5. D'Haese, Marijke F.C. & Verbeke, Wim & Van Huylenbroeck, Guido & Kirsten, Johann F. & D'Haese, Luc, 2003. "Institutional Innovation To Increase Farmers' Revenue: A Case Study Of Small Scale Farming In Sheep: Transkei Region, South Africa," 2003 Annual Meeting, August 16-22, 2003, Durban, South Africa 25888, International Association of Agricultural Economists.
    6. Neven, David & Odera, Michael Makokha & Reardon, Thomas & Wang, Honglin, 2009. "Kenyan Supermarkets, Emerging Middle-Class Horticultural Farmers, and Employment Impacts on the Rural Poor," World Development, Elsevier, vol. 37(11), pages 1802-1811, November.
    7. Tione, Sarah Ephridah, 2011. "Analysis of Effectiveness of Modern Information and Communication Technologies on Maize Marketing Efficiency in Lilongwe and Dedza Districts and Selected Markets of Malawi," Research Theses 198525, Collaborative Masters Program in Agricultural and Applied Economics.

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