Abstract
Fairtrade supply chains lack information linking commodity producers with fairtrade shopper behaviour. This paper aims to show how supermarket loyalty card data of over 1.7 million shoppers can be analysed using pairedsamples
t-test analysis to objectively profile the fairtrade shopper and address its supply chain management implications. The paper demonstrates the huge marketing potential that segmentation based on actual behaviour brings to supply chain management. The results show that global south producers have more incentive to adopt a supply chain orientation by understanding the characteristics of fairtrade shoppers that drive consumer satisfaction and repeat buying behaviour
t-test analysis to objectively profile the fairtrade shopper and address its supply chain management implications. The paper demonstrates the huge marketing potential that segmentation based on actual behaviour brings to supply chain management. The results show that global south producers have more incentive to adopt a supply chain orientation by understanding the characteristics of fairtrade shoppers that drive consumer satisfaction and repeat buying behaviour
| Original language | English |
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| Title of host publication | Integrating African Markets and Economies in a Changing Global Economy |
| Subtitle of host publication | Procs of the 14th Annual Conf of IAABD |
| Editors | Emmanuel Ezi Obuah |
| Pages | 506-518 |
| Publication status | Published - 14 May 2013 |
| Event | Int Academy of African Business and Development Conf (IAABD) 2013 - Accra, Ghana Duration: 14 May 2013 → 18 May 2013 |
Conference
| Conference | Int Academy of African Business and Development Conf (IAABD) 2013 |
|---|---|
| Country/Territory | Ghana |
| City | Accra |
| Period | 14/05/13 → 18/05/13 |