Related research on CSA made use of consumer interviews in order to gather
information on what consumers valued. This information was useful in order to determine
marketing strategies that would target those stated values in order to increase the economic
viability of the operation (Schumilas, 2009). Within any select group of people, in this case CSA
consumers and producers, there is the constant potential for changing opinions and values;
therefore, an examination of those values has the potential to discover unknown information
that could benefit all stakeholders. CSA operators involved in other academic studies expressed
a desire to be more aware of customer motivation, and examine whether their values as
operators line up with those of the customer (Feagan & Henderson, 2009). It was unclear in
other surveys whether customers were aware of, or cared about, the potential of the CSA
model to provide farmers with a viable business model and the practice of more sustainable
farming techniques (Feagan & Henderson, 2009); an awareness of this difference in values, if
present in the Waterloo region, could help operators understand their customer base better,
and allow them to tailor educational/marketing strategies to reinforce the values they espouse
Related research on CSA made use of consumer interviews in order to gatherinformation on what consumers valued. This information was useful in order to determinemarketing strategies that would target those stated values in order to increase the economicviability of the operation (Schumilas, 2009). Within any select group of people, in this case CSAconsumers and producers, there is the constant potential for changing opinions and values;therefore, an examination of those values has the potential to discover unknown informationthat could benefit all stakeholders. CSA operators involved in other academic studies expresseda desire to be more aware of customer motivation, and examine whether their values asoperators line up with those of the customer (Feagan & Henderson, 2009). It was unclear inother surveys whether customers were aware of, or cared about, the potential of the CSAmodel to provide farmers with a viable business model and the practice of more sustainablefarming techniques (Feagan & Henderson, 2009); an awareness of this difference in values, ifpresent in the Waterloo region, could help operators understand their customer base better,and allow them to tailor educational/marketing strategies to reinforce the values they espouse
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