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An analysis of Oklahoma direct marketing outlets: Case studies of produce farmers' markets and wheat direct shipments to Mexico.

机译：俄克拉荷马州直接销售网点分析：以农产品农贸市场和向墨西哥的小麦直接运输为例。

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摘要

Scope and method of study. There are two studies in this paper. The objectives of the first study were to examine consumer preferences among various marketing channels including direct marketing in Oklahoma; and to analyze the impact of various demographic variables on purchasing decisions. Data from farmers' market consumers' survey in Tulsa, Stillwater, Norman, Shawnee, Muskogee and Oklahoma City was used to analyze consumer preferences using an ordered logistic regression analysis method. Farmers' market producers and market managers were also surveyed to support the finding. The objectives of the second study was to calculate the financial returns-to-investment on unit-train facilities in Oklahoma for direct shipments of wheat to Mexico.; Finding and conclusions. The first paper result shows that the typical Oklahoma farmers' market consumer is female, age 36 or older, highly educated, with a household income at least {dollar}40,000, and coming from a two-person household. Out of 312 respondents, 85 percent said they would expect the produce that they buy at farmers' market would have a higher quality compared to produce at other markets. These findings were also supported by farmers' market's producer survey. The second paper result shows that assuming a price premium of 5 cents per bushel, a discount rate of 3 percent, and transportation cost savings of 10 cents per bushel, the net-present-value is a small positive number and benefit-cost ratio is 1.01. Moreover, at discount rates above 3 percent, calculations show that present value of costs exceed the present value of benefits implying that the benefits would not have covered the costs of the investment on the unit-train facilities. The third indicator, the financial return-to-investment (RTI) assuming base level costs, is around 3.8 percent.
机译：研究范围和方法。本文有两项研究。第一项研究的目的是检验各种营销渠道中的消费者偏好，包括俄克拉荷马州的直接营销；并分析各种人口统计学变量对购买决策的影响。来自塔尔萨，斯蒂尔沃特，诺曼，肖尼，马斯科吉和俄克拉何马城的农民市场消费者调查的数据用于使用有序逻辑回归分析方法来分析消费者的偏好。还对农民的市场生产者和市场经理进行了调查，以支持这一发现。第二项研究的目的是计算俄克拉荷马州将小麦直接运往墨西哥的单位培训设施的财务投资回报。 发现和结论。第一份论文的结果表明，俄克拉荷马州农民的典型市场消费者是女性，年龄在36岁以上，受过良好教育，家庭收入至少{40,000}，来自两人家庭。在312位受访者中，有85％的受访者表示，他们希望他们在农民市场上购买的产品质量要比其他市场上的产品更高。这些发现也得到了农民市场生产者调查的支持。第二篇论文的结果表明，假设价格溢价为每蒲式耳5美分，折扣率为3％，运输成本节省为每蒲式耳10美分，则净现值是一个很小的正数，效益成本比为1.01。而且，如果折现率超过3％，计算结果表明成本的现值超过收益的现值，这意味着收益将无法覆盖单位列车设施的投资成本。第三个指标是假定基本成本的财务投资回报率（RTI）约为3.8％。

著录项

  • 作者

    Agustini, Haerani Natali.;

  • 作者单位

    Oklahoma State University.;

  • 授予单位 Oklahoma State University.;
  • 学科 Agriculture General.; Economics Agricultural.; Business Administration Marketing.
  • 学位 Ph.D.
  • 年度 2003
  • 页码 142 p.
  • 总页数 142
  • 原文格式 PDF
  • 正文语种 eng
  • 中图分类 农学（农艺学）;农业经济;贸易经济;
  • 关键词

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