This paper focuses on identifying and characterizing different groups of producers based on their loyalty to seed brands in Argentina. Aˆ In order to do so, we resorted to a two-step methodology: the first step identifies groups of producers in terms of their loyalty to seed brands, using a multivariate analysis. Then, to identify variables associated with brand loyalty, and have an initial group characterization, we use independency tests for qualitative variables. Our findings show that almost 44% of Argentine producers consider themselves loyal to the seed brands they purchase. These producers are willing to buy the brand regularly, in spite of price increase. By contrast, only 21% of Argentine producers consider themselves disloyal, meaning that they are willing to try other products and would change seed brand if price increased in even a small proportion. Our results have strong business implications, as they establish a clear profile of producers who are loyal to a brand in the heart of the Argentine Humid Pampa. Such findings can help ag input companies determine where to focus their attention and resources.
