CHALLENGES FOR IMPROVING MARKETING ON LATVIAN FARMS

Ieva Brence, Linda Upeniece

Abstract


Marketing plays an important role in realizing goods and services, yet consumers’ opinions and suggestions for improving cooperation are not usually searched on agricultural farms. The problem is also observed on the farm Birzes, located in Kurzeme region and dealing with the production of agricultural products and the provision of services. Despite the fact it is one of the leading farms by the area of cultivated land and turnover in the district, until now Birzes has not had a detailed study of marketing opportunities for production and sales promoting for recognizing the farm. Taking into account the afore-mentioned, the aim of the research is to investigate the specifics of marketing activities of farms and evaluate the current situation on the farm Birzes. Analysis of literature, statistical data and internal documents are combined with the primary data gathering method – interviews with suppliers of clients of Birzes and content analysis. The research results show that personal contacts pay a very important role in rural farms’ marketing, at the same time customers propose to start using different information transfer channels, especially the communication possibilities offered by the Internet.

 

 


Keywords


agricultural farm; marketing communication; rural areas

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DOI: http://dx.doi.org/10.17770/sie2018vol6.3424

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