Purdue uncovers farmer buying attitudes, behaviors

decrease font size  Resize text   increase font size       Printer-friendly version of this article Printer-friendly version of this article

Agribusiness leaders can use results from a recent Purdue University study to better understand their farmer customers.

The Large Commercial Producer (LCP) Survey, conducted every five years by the Center for Food and Agricultural Business, explores the current concerns, preferences, behaviors and attitudes of U.S. farmers and ranchers. This year’s survey features results from nearly 1,700 producers.

“Our goal is to help agricultural producers and agribusinesses reach higher levels of success,” says Mike Gunderson, Purdue professor and associate director of research at the center. “Armed with information and insights about their farmer customers, agribusinesses can create new business strategies based on what their customers value. That approach results in more effective partnerships with key clients.”

Started in 1998, the LCP survey focuses on corn/soybean, wheat/barley, cotton, fruit/nut/vegetables, dairy, hog and cattle producers from across the United States. This year’s survey generated more than 400,000 data points, which the center research team, led by Gunderson, condensed into four themes — producer strategy, loyalty, buying preferences, and information and the salesperson.

Gunderson says the research team, consisting of Purdue agricultural economists, modified the survey tool for this iteration to include questions about “how producers think about the strategies that make them successful, what amount of time it takes to implement those strategies and what worries them at night.” Farmers answered questions about five different strategies: managing their production, managing people, controlling their costs, spending time marketing their output, and controlling land, equipment and facilities.

“We found it interesting that what farmers think makes them successful and what they actually spend their time focusing on are not always the same,” Gunderson explains.

The team also studied farmer loyalty across different products — seed, crop protection, feed and nutrition, animal health, fertilizer and capital — at the brand and local dealer/retailer level. They used the same products to evaluate buying preference based on three attributes: price, performance and relationship.

The role of information and salespeople has been included in each iteration of the LCP survey. This version reflected changes in Internet-based technologies, including the addition of questions about social media, e-mails and text messaging. The team looked at how the importance of different media sources, information sources, salesperson activities and salesperson attributes affected producer decision making.

Results from the LCP survey are now available at www.agecon.purdue.edu/cab/lcpproducts.


Buyers Guide

Doyle Equipment Manufacturing Co.
Doyle Equipment Manufacturing prides themselves as being “The King of the Rotary’s” with their Direct Drive Rotary Blend Systems. With numerous setup possibilities and sizes, ranging from a  more...
A.J. Sackett Sons & Company
Sackett Blend Towers feature the H.I.M, High Intensity Mixer, the next generation of blending and coating technology which supports Precision Fertilizer Blending®. Its unique design allows  more...
R&R Manufacturing Inc.
The R&R Minuteman Blend System is the original proven performer. Fast, precise blending with a compact foot print. Significantly lower horsepower requirement. Low inload height with large  more...
Junge Control Inc.
Junge Control Inc. creates state-of-the-art product blending and measuring solutions that allow you to totally maximize operating efficiency with amazing accuracy and repeatability, superior  more...
Yargus Manufacturing
The flagship blending system for the Layco product line is the fully automated Layco DW System™. The advanced technology of the Layco DW (Declining Weight) system results in a blending  more...
Yargus Manufacturing
The LAYCOTE™ Automated Coating System provides a new level of coating accuracy for a stand-alone coating system or for coating (impregnating) in an automated blending system. The unique  more...
John Deere
The DN345 Drawn Dry Spreader can carry more than 12 tons of fertilizer and 17.5 tons of lime. Designed to operate at field speeds up to 20 MPH with full loads and the G4 spreader uniformly  more...
Force Unlimited
The Pro-Force is a multi-purpose spreader with a wider apron and steeper sides. Our Pro-Force has the most aggressive 30” spinner on the market, and is capable of spreading higher rates of  more...
BBI Spreaders
MagnaSpread 2 & MagnaSpread 3 — With BBI’s patented multi-bin technology, these spreaders operate multiple hoppers guided by independent, variable-rate technology. These models are built on  more...


Comments (0) Leave a comment 

Name
e-Mail (required)
Location

Comment:

characters left


Direct Drive Rotary Blender

The Doyle 8, 10, 13, & 16 ton Direct Drive Rotary Blender’s are the industry’s fastest rotary blenders. These units ... Read More

View all Products in this segment

View All Buyers Guides

Feedback Form
Feedback Form