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.
Volume (Year): 02 (1999)
Issue (Month): 02 ()
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