Extensiveness of farmers' buying processes

Maarten Kool, Matthew T. G. Meulenberg and Douwe-Frits Broens
Additional contact information
Maarten Kool: Ministry of Agriculture, Nature Management and Fisheries, Department of Animal Production, The Hague, The Netherlands, Postal: Ministry of Agriculture, Nature Management and Fisheries, Department of Animal Production, The Hague, The Netherlands
Matthew T. G. Meulenberg: Department of Marketing and Marketing Research, Wageningen Agricutural University, The Netherlands, Postal: Department of Marketing and Marketing Research, Wageningen Agricutural University, The Netherlands
Douwe-Frits Broens: Department of Marketing and Marketing Research, Wageningen Agricutural University, The Netherlands, Postal: Department of Marketing and Marketing Research, Wageningen Agricutural University, The Netherlands

Agribusiness, 1997, vol. 13, issue 3, 301-318

Abstract: In this article we study farmers' buying processes, in particular the selection of a supplier for a given farm input. Extensiveness of farmers' buying processes is defined as the degree information acquisition and alternative evaluation effort carried out to prepare that selection. Hypotheses, generated by using a general model of farmers' buying behavior, are tested by means of a large survey of Dutch farmers. The relationship with vendors and the type of farming are important explanatory variables for the extensiveness of the buying process. Our findings support the psychology of simplification theorem as regards farmers' buying behavior, and the enrichments hypothesis as to product information. © 1997 John Wiley & Sons, Inc.

Date: 1997
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Citations: View citations in EconPapers (6)

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Persistent link: https://EconPapers.repec.org/RePEc:wly:agribz:v:13:y:1997:i:3:p:301-318

DOI: 10.1002/(SICI)1520-6297(199705/06)13:3<301::AID-AGR5>3.0.CO;2-4

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