Research Report: Factors Affecting Sales of Selected Agricultural Products in Network Marketing

The goal of this research was to investigate factors affecting the purchase of selected agricultural products, including honey, rice, and tea, through network marketing in the city of Mashhad, Iran, in 2020. The results of a multinomial logit model showed that price of the product, product brand recognition, gender, age, and household income had a significant effect on the probability of buying selected agricultural products through network marketing. We conclude that offering lower prices, offering products with brand recognition and consumer loyalty, and distribution of products in network marketing with a focus on economic and demographic characteristics of customers incentivize buying from network marketing.