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Relationships with market intermediaries: the case of vegetable cluster marketing in Southern Philippines

Author

Listed:
  • Axalan, Jerick T.
  • Murray-Prior, Roy B.
  • Concepcion, Sylvia B.
  • Lamban, Ruby Jane G.
  • Real, Rodel R.
  • Montiflor, Marilou O.
  • Batt, Peter J.
  • Rola-Rubzen, Maria Fay
  • Bacus, Recarte H.
  • Israel, Floro T.
  • Apara, Dante A.

Abstract

Effective relationship among partners is a key in strengthening collaborative marketing efforts. One of the collaborative marketing efforts is through clustering of farmer to link into market. This study examined the level of relationship of vegetable cluster farmers with their market intermediaries - cluster and the downstream buyers. A total of 81 vegetables farmers in Southern Philippines were surveyed to determine their relationship level on trust, power-dependence, relationship-specific investments and satisfaction. Comparison between clusters and downstream buyers were made using ANOVA and Welch Test. The study found that farmers have high level of trust to their clusters compared to their downstream buyers. The high level of trust is attributed to assurance of the market, leadership of the clusters, and openness in sharing and information. Results showed that there benefits offered by clustering which were not found in other buyers. This include provision of training and high prices Empirical findings showed farmers in Davao had high trust level with their cluster than Bukidnon and South Cotabato.

Suggested Citation

  • Axalan, Jerick T. & Murray-Prior, Roy B. & Concepcion, Sylvia B. & Lamban, Ruby Jane G. & Real, Rodel R. & Montiflor, Marilou O. & Batt, Peter J. & Rola-Rubzen, Maria Fay & Bacus, Recarte H. & Israel,, 2012. "Relationships with market intermediaries: the case of vegetable cluster marketing in Southern Philippines," 2012 Conference (56th), February 7-10, 2012, Fremantle, Australia 124222, Australian Agricultural and Resource Economics Society.
    • Handle: RePEc:ags:aare12:124222
    DOI: 10.22004/ag.econ.124222
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    References listed on IDEAS

    as
    1. Fritz, Melanie & Fischer, Christian, 2007. "The Role of Trust in European Food Chains: Theory and Empirical Findings," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 10(2), pages 1-24.
    2. Batt, Peter J., 2003. "Building Long-Term Buyer-Seller Relationships in Food Chains," 14th Congress, Perth, Western Australia, August 10-15, 2003 24329, International Farm Management Association.
    3. Christian Felzensztein & Eli Gimmon, 2009. "Social networks and marketing cooperation in entrepreneurial clusters: An international comparative study," Journal of International Entrepreneurship, Springer, vol. 7(4), pages 281-291, December.
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