In this paper we analyze the buying behavior of farmers for expendable inputs. In particular, we will study the case of the seed industry in Argentina. We segment them using cluster analysis, identifying four distinctive segments of farmers for seed purchasing: Performance, Price, Balance, and Convenience. This work intends to help agribusiness managers understand customers in the seed market in Argentina. Additionally, a multinomial logit model is used to predict segment membership for seed purchases based on farmers’ observable and attitudinal variables.