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Large Commercial Producer Market Segments for Agricultural Capital Equipment

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  • Roucan-Kane, Maud
  • Alexander, Corinne E.
  • Boehlje, Michael
  • Downey, W. Scott
  • Gray, Allan W.

Abstract

Using cluster analysis, this research identifies four buying behavior segments of commercial producers who purchase capital items: Convenience, Price, Performance, and a group of Balance buyers who consider all of these factors as well as customer service and support services in roughly equal allotments. The Balance segment is the largest of the four. Price and Performance buyers tend to be younger, larger, and better educated than the Convenience or Balance buyers. We discuss the implications of these customer market segments for capital equipment marketers and salespeople.

Suggested Citation

  • Roucan-Kane, Maud & Alexander, Corinne E. & Boehlje, Michael & Downey, W. Scott & Gray, Allan W., 2011. "Large Commercial Producer Market Segments for Agricultural Capital Equipment," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 14(4), pages 1-18, November.
    • Handle: RePEc:ags:ifaamr:117606
    DOI: 10.22004/ag.econ.117606
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    References listed on IDEAS

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    1. Harbor, Anetra L. & Martin, Marshall A. & Akridge, Jay T., 2008. "Assessing Input Brand Loyalty among U.S. Agricultural Producers," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 11(1), pages 1-18, February.
    2. Gloy, Brent A. & Akridge, Jay T., 1999. "Segmenting The Commercial Producer Market For Agricultural Inputs," 1999 Annual meeting, August 8-11, Nashville, TN 21592, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association).
    3. Corinne Alexander & Michael Boehlje & Scott Downey & Allan Gray & Maud Roucan-Kane & Michael Gunderson, 2009. "Serving Producers In Volatile Times Report From The 2008 Large Commercial Producer Survey," Working Papers 09-09, Purdue University, College of Agriculture, Department of Agricultural Economics.
    4. Alejandro Rosenberg & Calum G. Turvey, 1991. "Identifying Management Profiles of Ontario Swine Producers through Cluster Analysis," Review of Agricultural Economics, Agricultural and Applied Economics Association, vol. 13(2), pages 201-213.
    5. Alexander, Corinne E. & Wilson, Christine A. & Foley, Daniel H., 2005. "Agricultural Input Market Segments: Who Is Buying What?," Journal of Agribusiness, Agricultural Economics Association of Georgia, vol. 23(2), pages 1-20.
    6. Boehlje, Michael & Roucan-Kane, Maud, 2009. "Strategic Decision Making Under Uncertainty: Innovation and New Technology Introduction during Volatile Times1," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 12(4), pages 1-21, November.
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    Cited by:

    1. Schwering, Dorothee Schulze & Hollenbeck, Anna & Krone, Saskia & Spiller, Achim & Lemken, Dominic, 2022. "Crop protection market segmentation: relationship between buyer segments and the use of digital sales channels," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 25(4), September.
    2. Pedro Harmath & Roberto Feeney & Josefa Ramoni-Perazzi, 2022. "Producers’ brand-dealer dual loyalty to capital equipment," Journal of Marketing Analytics, Palgrave Macmillan, vol. 10(4), pages 390-407, December.
    3. Borchers, Bryce & Roucan-Kane, Maud & Alexander, Corinne E. & Boehlje, Michael & Downey, W. Scott & Gray, Allan W., 2012. "How Large Commercial Producers Choose Input Suppliers: Expendable Products from Seed to Animal Health," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 15(2), pages 1-20, May.

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