Why do French consumers have higher purchase intentions for direct to consumer than for channels with intermediaries when it comes to food? / Chloé MOTTE / 2022

Titre : Why do French consumers have higher purchase intentions for direct to consumer than for channels with intermediaries when it comes to food? Type de document : Mémoire Auteurs : Chloé MOTTE, Auteur Année de publication : 2022 Importance : 28 p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de la page. Langues : Anglais (eng) Mots-clés : Management AGRICULTURE ; AGRICULTURE BIOLOGIQUE ; AGRICULTURE SECTEUR ; PLAT CUISINE SECTEUR ; VENTE DIRECTE Résumé : When choosing in which way they should sell their products, farmers face a lot of different options including direct to consumer sales through a producer’s markets, some networks like AMAP or a shop within their farm.The purpose of this study is to understand why do French consumers prefer buying food through a direct-to-consumer channel than in a “traditional” one (that is to say with intermediaries) in order to help farmers see if they have the right marketing arguments to launch themselves in direct to consumer selling. The design/methodology/approach is a qualitative study based on 12 in-depth face to face interviews conducted with French consumers from the Morbihan region. The findings are that the 5 main reasons for French to consider direct to consumer channels are their need of traceability, their perception of those products as having a better quality and being animal-welfare-friendly, the ethical and ecological benefits of direct selling and the socialization which happens at the selling points. Those reasons being linked to the form of selling and not to the farm, it means that any farmer can set up a direct to consumer channel and he will automatically achieve those marketing arguments. The originality/value of this study is the focus on direct to consumers channels vs channels with an intermediary when other studies focus on short circuits or local food vs the rest which is a much broader focus. Programme : MSc Wine & Gastronomy Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=564593