Factors and conditions motivating members to sell via producer groups

Dudás, Gyula

Keywords: fruits and vegetables, sale, producer group, motivation, services

A questionnaire-based study was conducted at the ZÖLD-TERMÉK and Mórakert cooperatives to gain insight into the members’ reasons of selling via the producer group, as well as the members’ level of activity. It was found that the group motivated the producers by receiving quantities acceptable to the producers, by being flexible in terms of inbound delivery, by its reliability, as well as the existence of positive interpersonal relationships. Flexible and fast payment, as well as valid contracts provide additional motivation. Price, professional consultation services provided by the group, and other services were less significant factors. Most members of ZÖLD-TERMÉK Cooperative use the latter services regularly or less frequently. Founding members are more active than later entrants. Members with higher qualifications use less technological consultation. Producer groups benefit producers who are able to produce quality products on their own but have limited commercial trade options. This finding is supported by the fact that in the opinion of the members, the most important role of a producer group is to secure sales.

Full article