Based on a sample of Iowa farmers, attributes of fertilizer retail dealers are evaluated. Honest management, making deliveries on time, relative size, willingness to negotiate price, and marketing grain are the most important attributes affecting a farmer's decision to patronize an independent or cooperative dealer. Cooperative outlets are generally in a strong competitive position. The study also shows much salient information can be generated by using such statistical methods as segmentation analysis, factor analysis, and the choice model approach.