Title:
EFFECT OF PROMOTION OF FARMERS’ TRUST ORGANIC FERTILIZERS IN THE MEKONG RIVER DELTA

Authors:
Trinh Phuoc Nguyen, Nguyen Thi Diem Hang, Viet Nam

Abstract:

The customer’s trust is seen as a key for the survival to any enterprises wanting to maintain sustainably in the competitive market at present time. Enterprises need to experience ceaseless efforts to gain their customer’s trust. In addition, the quality of the product, there are many other factors contributing to build and strengthen the trust of consumers. This study is to determine factors of marketing activities which have impacts on the trust of organic fertilizer in The Mekong Delta. The study was conducted with two promotion tools (Advertisement and PR), surveyed 350 subjects in the Mekong Delta region, Vietnam. Descriptive statistics, EFA analysis and MLR regression analysis were used to find the advertisement and PR’s impact on the famers’ trust.
The analysis results showed, the usefulness of PR activities (UPR), forms of activities and confidence in the product from PR (FCPR), frequency of advertising (FA), advertising means (AMA) message and quality of information published from advertising (MQA)all have great impacts on farmers’ trust. From the above results, the authors propose a number of governance implications such as: businesses need to carefully study the psychological characteristics, preferences, and habits of target customers when they approach the advertising program and PR, through which they know their perception of advertising frequency to choose appropriate advertising frequency; provide complete, necessary and truthful information; develop PR programs with a focus on usefulness for the target audience and the community.