SEGMENTING THE COMMERCIAL PRODUCER MARKETPLACE FOR AGRICULTURAL INPUTS

A cluster analysis procedure was used to develop a market segmentation of U.S. crop and livestock farms with annual sales in excess of $100,000. The segments were developed based on the importance of six factors that producers evaluate when selecting input suppliers. The results indicate that four distinct segments exist: Convenience buyers, Balance buyers, Price buyers, and Performance buyers. Differences in preferences across these segments have important implications for the marketing strategies of agricultural input suppliers.


Subject(s):
Issue Date:
1999
Publication Type:
Journal Article
PURL Identifier:
http://purl.umn.edu/34209
Published in:
International Food and Agribusiness Management Review, Volume 02, Issue 2
Page range:
145-163
Total Pages:
19




 Record created 2017-04-01, last modified 2017-08-25

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