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Beratung Als Vertriebsstrategie? - Präferenzen Von Landwirten Beim Einkauf Von Milchleistungsfutter

Author

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  • Petersen, Julian
  • Behrens, Friederike
  • Hess, Sebastian

Abstract

Milchleistungsfutter ist eines der wichtigsten Betriebsmittel der europäischen Milchproduktion. Aufgrund standardisierter Inhaltsstoffe konkurrieren Futtermittelfirmen dabei bisher fast ausschließlich über den Preis und sind aus Sicht der Landwirte als Lieferanten relativ leicht substituierbar. Es wird daher anhand einer Befragung von 76 Landwirten untersucht, ob Futtermittelfirmen durch das Anbieten qualifizierter Fütterungsberatung eine langfristigere Kundenbindung als bisher erreichen können. Ergebnisse verweisen jedoch auf eine starke einzelbetriebliche Heterogenität, bei welcher die Zufriedenheit der Betriebsleiter mit der Milchleistung der Herde sowie weitere sozioökonomische Faktoren ausschlaggebend sind. Im Mittel weisen die befragten Landwirte keine eindeutig positive Zahlungsbereitschaft für eine zusätzliche Beratungsdienstleistung durch den Futtermittelhändler auf, sondern betrachten ein solches Angebot bei abgeschlossenem Kontrakt als Inklusivleistung. Fortschreitender landwirtschaftlicher Strukturwandel könnte die Verhandlungsposition von Milcherzeugern gegenüber Mischfutterwerken zudem weiter stärken.

Suggested Citation

  • Petersen, Julian & Behrens, Friederike & Hess, Sebastian, 2018. "Beratung Als Vertriebsstrategie? - Präferenzen Von Landwirten Beim Einkauf Von Milchleistungsfutter," 58th Annual Conference, Kiel, Germany, September 12-14, 2018 275906, German Association of Agricultural Economists (GEWISOLA).
    • Handle: RePEc:ags:gewi18:275906
    DOI: 10.22004/ag.econ.275906
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    References listed on IDEAS

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    1. Thomas F. Funk, 1982. "Fertilizer Buying Behavior of Ontario Farmers," Canadian Journal of Agricultural Economics/Revue canadienne d'agroeconomie, Canadian Agricultural Economics Society/Societe canadienne d'agroeconomie, vol. 30(3), pages 319-332, November.
    2. Funk, Thomas F. & Vincent, Albert T., 1978. "The Farmer Decision Process in Purchasing Corn Herbicides," Working Papers 244729, University of Guelph, Department of Food, Agricultural and Resource Economics.
    3. Thomas F. Funk & Frank C. Tarte, 1978. "The Farmer Decision Process in Purchasing Broiler Feeds," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 60(4), pages 678-682.
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