How Large Commercial Producers Choose Input Suppliers: Expendable Products from Seed to Animal Health Report as inadecuate




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This study uses cluster analysis to identify buying behavior segments of commercial producers who purchase expendable products including seed, crop protection, animal health and feed. For the crop expendable products we find four buying behavior segments: Convenience, Price, Performance, and a fourth segment, called Balance buyers, who equally value the aforementioned factors as well as customer service and support services. For livestock expendable products we find three buying behavior segments: Balance, Price and Performance. We find that producers have product-specific buying behaviors and this is especially true for livestock producers. We discuss the implications of these customer segments for expendable input marketers and sales-people.

Keywords: Cluster Analysis ; Expendable Inputs ; Market Segmentation ; Commercial Producers

Editor(s): IFAMR, IFAMA

Subject(s): Agribusiness

Crop Production/Industries

Institutional and Behavioral Economics

Livestock Production/Industries

Production Economics

Issue Date: May 01 2012

Publication Type: Journal Article

DOI and Other Identifiers: (ISSN #: 1559-2448) (Other)

PURL Identifier: http://purl.umn.edu/127281 Published in: International Food and Agribusiness Management Review, Volume 15, Issue 2 Page range: 1-20

Total Pages: 20

JEL Codes: Q10

Note: The IFAMR is the official journal of IFAMA. www.ifama.org

Series Statement: Volume 15

Issue 2

Record appears in: International Food and Agribusiness Management Association (IFAMA) > International Food and Agribusiness Management Review





Author: Borchers, Bryce ; Roucan-Kane, Maud ; Alexander, Corinne E. ; Boehlje, Michael ; Downey, W. Scott ; Gray, Allan W.

Source: http://ageconsearch.umn.edu/record/127281?ln=en







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