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The direct farmer's market: a tool for rural female empowerment

The direct farmer's market: a tool for rural female empowerment Purpose – Women play an important role in marketing and their participation is greatest where trade is traditional. This study aims to explore this most basic level of direct marketing. Design/methodology/approach – To understand the turn around in the life of these women, the study examined the opportunity accrued to women farmers through participating in direct farmer's markets in Japan. Purposive sampling method was adopted in selecting the respondents. To establish change(s) in respondent's status; the snowball method was used to select non‐direct farmers markets (DFM) users for comparison while data collection was done by structured questionnaire and interview schedule. Findings – The findings of the study revealed that most of the DFM studied were established to improve rural women status. Practical implications – The relationship between the empowerment of both groups and selected characteristics suggests that their empowerment in familial and mobility would be decreasing as they advance in age. Originality/value – Much of the current direct marketing research is focused on the high‐level/high‐tech sectors. This research investigates the most fundamental level of direct marketing: one‐to‐one interactions and transactions. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Direct Marketing: An International Journal Emerald Publishing

The direct farmer's market: a tool for rural female empowerment

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Publisher
Emerald Publishing
Copyright
Copyright © 2007 Emerald Group Publishing Limited. All rights reserved.
ISSN
1750-5933
DOI
10.1108/17505930710836979
Publisher site
See Article on Publisher Site

Abstract

Purpose – Women play an important role in marketing and their participation is greatest where trade is traditional. This study aims to explore this most basic level of direct marketing. Design/methodology/approach – To understand the turn around in the life of these women, the study examined the opportunity accrued to women farmers through participating in direct farmer's markets in Japan. Purposive sampling method was adopted in selecting the respondents. To establish change(s) in respondent's status; the snowball method was used to select non‐direct farmers markets (DFM) users for comparison while data collection was done by structured questionnaire and interview schedule. Findings – The findings of the study revealed that most of the DFM studied were established to improve rural women status. Practical implications – The relationship between the empowerment of both groups and selected characteristics suggests that their empowerment in familial and mobility would be decreasing as they advance in age. Originality/value – Much of the current direct marketing research is focused on the high‐level/high‐tech sectors. This research investigates the most fundamental level of direct marketing: one‐to‐one interactions and transactions.

Journal

Direct Marketing: An International Journal – Emerald Publishing

Published: Oct 23, 2007

Keywords: Women; Empowerment; Farms; Direct marketing; Japan

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