Comparison of relationship perception in the international fresh produce business

Purpose – The suppliers of fresh fruit and vegetable complain that their buyers in the retail segment of the market used certain undesirable and questionable business practices which are not used by buyers in other segments. These undesirable practices may have negative effects on how the exporters perceive their relationship with the retailers compared with how they will perceive the non‐retail buyers. This paper aims to compare the perceived relationship quality of the retailer group of buyers with the buyers in the other categories of the fresh fruit and vegetable business between Ghana and Europe.Design/methodology/approach – Using the literature on inter‐firm relationships as a basis, a structured questionnaire was designed and administered to 101 exporters in Ghana. Multivariate analysis of variance (MANOVA) procedure and post hoc test were used to determine the differences in the perceived relationship quality of the exporters classified according to their main European buyer type.Findings – The em...

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