Factors influencing mulberry fruit farmers’ choice of sales channels and farm revenue

Under the global economic system, farmers are developing various sales channels in addition to traditional sales channels due to continuous changes in the market environment and consumer behavior.As a result, many farmers have started direct marketing, and the government is implementing policies to support direct transactions to secure farm income.The purpose of this study is to identify factors affecting the selection of sales channels such as wholesale, farmsite sales, and store sales of mulberry fruit farmers using a multinomial logit model, and to present basic data for a difference in revenues by sales channel.As a result of analyzing the factors influencing the selection of sales channels of mulberry fruit farmers, it was found that the number of family members, the presence of successors, and the size of the mulberry fields have more impact than demographic characteristics such as the age and farming experience of farm owners.In addition, as a result of comparing the revenues of mulberry fruit farms by sales channel, it was found that farms with store sales as their main sales channel earned statistically significantly more revenues than farms with farm sales as their main sales channel.Based on these results, there were some suggestions for selection of sales channel for mulberry fruit farms.