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dc.contributor.authorYamoah, Fred
dc.contributor.editorObuah, Emmanuel Ezi
dc.date.accessioned2016-03-03T12:56:58Z
dc.date.available2016-03-03T12:56:58Z
dc.date.issued2013-05-14
dc.identifier.citationYamoah , F 2013 , Linking Fairtrade Shopper Insights and Supply Chain Management : Implications for Global South Producers . in E E Obuah (ed.) , Integrating African Markets and Economies in a Changing Global Economy : Procs of the 14th Annual Conf of IAABD . pp. 506-518 , Int Academy of African Business and Development Conf (IAABD) 2013 , Accra , Ghana , 14/05/13 .
dc.identifier.citationconference
dc.identifier.isbn0-9765288-8-6
dc.identifier.otherPURE: 9325033
dc.identifier.otherPURE UUID: 4e003bc6-6d15-4276-aaaa-76ca05bdba02
dc.identifier.urihttp://hdl.handle.net/2299/16695
dc.descriptionFred Yamoah, ‘Linking Fairtrade Shopper Insights and Supply Chain Management: Implications for Global South Producers’, paper presented at the 14th IAABD Annual Conference, "Integrating African Markets and Economies in a Changing Global Economy: Issues, Challenges and Opportunities", 14 May 2013 – 19 May 2013, Ghana Institute of Management and Public Administration, Accra, Ghana
dc.description.abstractFairtrade 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 behaviouren
dc.language.isoeng
dc.relation.ispartofIntegrating African Markets and Economies in a Changing Global Economy
dc.titleLinking Fairtrade Shopper Insights and Supply Chain Management : Implications for Global South Producersen
dc.contributor.institutionHertfordshire Business School
dc.contributor.institutionSocial Sciences, Arts & Humanities Research Institute
dc.relation.schoolHertfordshire Business School
dcterms.dateAccepted2013-05-14
rioxxterms.typeOther
herts.preservation.rarelyaccessedtrue


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