HINDERNISSE UND BARRIEREN DER BÄUERLICHEN DIREKTVERMARKTUNG AM BEISPIEL STEIRISCHEN GEMEINDE LEIBNITZ: FÜHRT KOORDINIERTE DIREKTVERMARKTUNG ZU VERBESSERUNGEN?

Abstract

The paper in hand investigates the situation of farmers in the municipality of Leibnitz/Styria. The focus lies
on direct marketing by farmers and those who are planning to go that way in future because a trend can be
realized that consumers are more and more interested in good quality products from the region or local
farms. Within a local participation process the intention of a coordinated and cooperative marketing strategy
and marketing label was born, which led to the research work in this paper. The research questions are:
What hindering factors and barrieres appear at direct marketing of farmers and which measures are
necessary for a successful coordinative and cooperative direct marketing. Both a questionnaire and face-toface
interviews were made in order to get proper information. Together with a SWOT-analysis four chains
of impacts between the strengths, weaknesses, opportunities and threats were created. What follows are
seven strategies for the farmers to realize a coordinated and cooperative marketing under a common label.
The new marketing concept can result in a strengthening of the local and regional farming economy.