Factors affecting the marketing channel choice of sheep and goat farmers in the region of east Macedonia in Greece regarding the distribution of their milk production

This study aims to identify the factors that affect the sheep and goat farmers in the Region of East Macedonia and Thrace (Region of EMTh) in Greece in their milk distribution channel choice. The survey was conducting through field interviews based on a questionnaire that was designed by the researchers. The questionnaire was pre-tested in Autumn of 2001. A pilot survey was conducted in the same period while the main survey took place in Spring of 2002 on a sample of 343 farmers that were selected at random. The factors derived from the multivariate statistical analysis are: (a) production orientation, (b) cost focus, (c) profit orientation, (d) differentiation and (e) interpersonal relationships. The main marketing channels that the sheep and goat farmers in the Region of EMTh use for selling their milk are: (a) to local private milk processing plants, (b) co-operative milk processing plants, (c) big national dairy firms and (d) private use of milk. A 2-analysis was performed to profile the farmers using each marketing channel regarding their farm and personal characteristics. The Kruskal–Wallis non-parametric test as well as a logistic regression analysis were used to explore the factors that affect farmers marketing channel selection. Many farm and farmers’ characteristics such as the size of the flock, volume of milk production, farm income, debt, found to affect the distribution channel choice. Factors including sales price, speed of payment, loyalty also have a significant influence on a marketing outlet selection.