engleski

Distribution channels of small agricultural producers - dual role of Internet

The main aim was to determine the differences between agricultural producers that used direct distribution channels and those who did not use them with respect to different features of Internet web application. Data was collected through a structured questionnaire which was filled in by agricultural producers who are registered in the Web farmer´s market application. Statistical methods used for the data processing included univariate and bivariate statistics. Results of research show that the sales on-farm are the most common way of direct sales, while vehicles used as road stand was the least used. Significant differences were identified between the producers who use and did not use direct distribution channels with respect to three features related to Internet web application. In the case of the Internet, the results confirm its double role ; as a sales channel and as a media promotion.

Internet, promotion media, distribution channels, direct sales, agricultural products

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