Marketing Extension Guide No. 3

3
Marketing Extension Guide

Market Research
for Agroprocessors

by
Andrew W. Shepherd

Agricultural Support Systems Division

   

FOOD AND AGRICULTURE ORGANIZATION OF THE UNITED NATIONS
Rome 2003

Table of Contents


For further copies of this publication
and for information on FAO’s activities
related to agricultural marketing
please contact:

Agricultural Marketing Group
Agricultural Support Systems Division
Food and Agriculture Organization of the United Nations
Viale delle Terme di Caracalla
00100 Rome, Italy

FAX: (39) 0657056850
E-mail: AGS-Registry@fao.org
Web Site: http://www.fao.org/ag/ags/agsm/marketin.htm

This publication is also available on the Internet at:
http://www.fao.org/ag/ags/agsm/markres.htm

The designations employed and the presentation of material in this information product do not imply the expression of any opinion whatsoever on the part of the Food and Agriculture Organization of the United Nations concerning the legal status of any country, territory, city or area or of its authorities, or concerning the delimitation of its frontiers or boundaries.


ISSN 1020-7317

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© FAO 2003


Contents

Preface

Acknowledgements

1 Why do we need market research?

2 How much can be sold, where and when?

3 Researching consumer attitudes to your products

4 How can your product be made attractive to consumers?

5 How should your product be distributed?

6 How should you promote your product?

7 Are your agroprocessing plans feasible?

8 Will your business be profitable, and at what prices?

Annex 1 - Questions for market research

Annex 2 - A consumer questionnaire

Further reading

Back Cover