In Indonesia, chillies are a priority crop commonly produced by smallholders and, like many other cash crops, several farmer-trader issues are emerging in chilli supply chains. Current literature suggests that improving relationship quality among food chain actors enhances efficiency. This paper contributes to this literature by examining chilli farmer's perceptions of relationship quality with their buyers, using trust, satisfaction and commitment as variables. The authors use data from a survey of 602 chilli farmers selling to the traditional market channel or supermarket channel in West Java. Chilli farmers were categorized into four clusters, with differing perceptions on relationship quality, price satisfaction and chilli production characteristics. The differences across clusters suggest that targeted strategies are required to optimize farmer-trader relationships. The main limitation of the article is that the study was restricted to farmers perspectives only, thus the authors indicate that further research needs to be undertaken that measures buyers perspectives in order to develop a more in-depth understanding of farmer-buyer relationships in chilli supply chains.
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Commodity:
Publication Date:
2011
Author:
Sahara G.A., Stringer R. and Umberger W.J.
Publisher:
Australian Agricultural and Resource Economics Society (AARES) 55th Annual Conference