Use of direct marketing strategies by farmers and their impact on farm business income

Hiroki Uematsu, Ashok K. Mishra

Research output: Contribution to journalArticlepeer-review

66 Scopus citations


Direct marketing strategies increasingly have been recognized as a viable business option in U.S. agriculture as they allow producers to receive a better price by selling products directly to consumers. The objective of this study is twofold. Using a national survey, we first estimated a zero-inflated negative binomial model to identify factors affecting the total number of direct marketing strategies adopted by farmers. Then we estimated a quantile regression model to assess the impact of the intensity of adoption of direct marketing strategies on gross cash farm income. The results show that the intensity of adoption has no significant impact on gross cash farm income and that participation in farmers markets is negatively correlated with gross cash farm income at all five quantiles estimated.

Original languageEnglish (US)
Pages (from-to)1-19
Number of pages19
JournalAgricultural and Resource Economics Review
Issue number1
StatePublished - Apr 2011
Externally publishedYes


  • Count data
  • Direct marketing strategies
  • Gross cash income
  • Quantile regression

ASJC Scopus subject areas

  • Agronomy and Crop Science
  • Economics and Econometrics


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