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Type: Journal article
Title: Producer relationships segmentation in Malaysia's milk supply chains
Author: Boniface, Bonaventure
Citation: British Food Journal, 2012; 114(10):1501-1516
Publisher: Emerald Group Publishing Ltd.
Issue Date: 2012
ISSN: 0007-070X
School/Discipline: School of Agriculture, Food and Wine
Statement of
Bonaventure Boniface
Abstract: PURPOSE – Research on buyer-seller relationships in the agricultural sector receives little attention. A growing body of evidence suggests that strengthening buyer-seller relationships fosters more efficient supply chains. Much of the long-term relationship literature tends to treat suppliers as a homogeneous group when identifying motivations, strategies and incentives to enhance the quality of buyer-seller relationships. This article aims to explore the role of long-term relationships between buyers and sellers in Malaysia's dairy industry, taking into consideration the heterogeneous nature of producers. DESIGN/METHODOLOGY/APPROACH – The study examines variation in relationship quality (trust, satisfaction, and commitment), loyalty and price satisfaction dimensions, using data from a survey of 133 dairy producers. FINDINGS – Cluster analysis suggests two well-defined groups differing in terms of demographic characteristics and relationship perceptions about their buyers. PRACTICAL IMPLICATIONS – The study results highlight ways milk buyers can develop and promote more appropriate and efficient marketing strategies with milk producers. ORIGINALITY/VALUE – This study provides evidence of producer relationship segmentation in an agricultural industry of an emerging economy.
Keywords: Buyer-seller relationships; Cluster analysis; Dairy industry; Food industry; Malaysia; Price satisfaction dimensions; Value chain
Rights: © Emerald Group Publishing Limited
DOI: 10.1108/00070701211263046
Appears in Collections:Agriculture, Food and Wine publications

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