Buyer-seller relationships in the marketing of fresh produce in France

In France, with more consumers seeking to procure better quality food, to reduce their environmental impact and to pursue more healthy eating, traditional marketing channels are being replaced by coordinated linkages between farmers, processors, retailers and institutional users.
The literature suggests that the key variables influencing these long-term buyer-seller relationships are satisfaction, trust and commitment, the making of relationship specific investments, power and dependence.
As most producers transact with multiple customers, this study sought to explore: (i) what producers ideally look for in their relationship with downstream customers; (ii) the extent to which their most preferred customer met those expectations; and (iii) to compare the extent to which their second most preferred customer met those expectations.
Results show that producers most value high prices and the absence of price pressure, regular and consistent orders, regular communication, adaptability, empathy, and a good reputation.
On the other hand, producers most often complain about too many requirements, low prices, the regularity of delivery required by some customers, poor communication, and that negotiations are complicated and difficult.
Overall, greater relational satisfaction, trust and commitment had a positive impact on the producer’s preference for their most preferred customer over their second.
The proportion of sales that are made to customers as well as the number of years working with them did not influence the producer’s preference for their most preferred customer over their second.

XXXI International Horticultural Congress (IHC2022): International Symposium on Value Adding and Innovation Management in the Horticultural Sector

E. Coyral, P.J. Batt

trust, satisfaction, power-dependence, customer selection

https://doi.org/10.17660/ActaHortic.2023.1380.1