Choice of suppliers in livestock industries: a contextual study of beef cattle producers

Ian Coghlan, Felix Mavondo, Erica Brady

Research output: Other contribution to conferenceAbstractpeer-review


Research into the choice of suppliers in livestock industries is unique because of its context; particularly its relevance to small family based businesses. In a qualitative study of breeders of beef cattle, grounded theory was used to explore the motivations that influence their choice of suppliers of breeding stock. It was found that grazier's choices relate substantially to social and personal motivations, as well as to the economically based influences that pervade agriculturally based academic literature and industry publications (Ouma, Abdulai & Drucker, 2007; Troxel et al., 2002; Zander & Drucker, 2008). The results of this qualitative study indicate that both normative andutilitarian considerations, which have hitherto been primarily associated with consumer behaviour (Fishbein & Ajzen, 1975) are responsible for choice of suppliers in this business-to-business purchasing context.
Original languageEnglish
Number of pages1
Publication statusPublished - 2014
EventAustralian and New Zealand Marketing Academy Conference: ANZMAC 2014 - Brisbane Convention and Exhibition Centre, Brisbane, Australia
Duration: 01 Dec 201403 Dec 2014


ConferenceAustralian and New Zealand Marketing Academy Conference
Abbreviated titleAgents of Change


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