tailieunhanh - The extent to which downstream buyers are able to fulfil flower farmers needs in Dalat
The extent to which downstream buyers are able to fulfil flower farmers needs in Dalat. This study seeks to examine the gap receive from their downstream buyers in Dalat – Vietnam. The sample consisted of 206 chrysanthemum and rose farmers in Dalat and reports on their exchange transactions with their most preferred and second most preferred buyer. | DALAT UNIVERSITY JOURNAL OF SCIENCE Volumn 6, Issue 3, 2016 345–355 345 THE EXTENT TO WHICH DOWNSTREAM BUYERS ARE ABLE TO FULFIL FLOWER FARMERS NEEDS IN DALAT Le Nhu Bicha*, Nguyen Thi Tuoia, Peter J Battb a The Faculty of Agriculture and Forestry, Dalat University, Lamdong, Vietnam b Curtin Business School, Curtin University, Australia Article history Received: June 02nd, 2016 | Received in revised form: July 02nd, 2016 Accepted: August 28th, 2016 Abstract This study seeks to examine the gap between what farmers want and what they actually receive from their downstream buyers in Dalat – Vietnam. The sample consisted of 206 chrysanthemum and rose farmers in Dalat and reports on their exchange transactions with their most preferred and second most preferred buyer. Both social and economic criteria are identified as influencing the farmers’ choice of downstream buyer, reinforcing the importance of relational marketing in the transitional economies as a means of risk mitigation. Keywords: Ability; Activity; Criteria; Gap analysis; Preferred buyer; Value. 1. INTRODUCTION The major cut flower production centre in Vietnam is Dalat. With ideal climatic conditions, temperate cut flowers are cultivated all-year-round for both domestic and export markets. Within the industry, many alternative supply chains have emerged to serve different end customers. However, the efficiency of these supply chains is determined primarily by how well customer’s needs are satisfied (Herlambang, Batt & McGregor, 2006). In Vietnam, like many other developing countries, the lack of refrigeration and poor packaging lead to poor product quality and a short shelf (vase) life. Furthermore, without appropriate technology and limited access to information, the supply of cut flowers is very seasonal, production is low and the product quality is also low (Batt, 2003; Fafchamps, 1996; Martin et al., 2008; Murray-Prior et al., 2006). While a plethora of material in the business-to-business .
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