Producers of landscape plants utilize different marketing channels based on various factors including the age, size, region, and corporate status of firm, number of trading methods used, competitive pressures, and negotiating attitudes. This study identified significant influences on market channel choice as negotiation propensity, use of various transaction methods, competitive pressures, and the region of the country where the nursery was located. These results lend support and empirical evidence to the hypothesis that marketing channel choice is influenced by trading attitudes and styles as well as economics.
2Associate Professor, Department of Agricultural Economics and Agribusiness, Louisiana State University, Baton Rouge, LA 70803.
3Associate Professor, Department of Agricultural and Applied Economics, University of Georgia, Athens, GA 30602.