SEGMENTING THE COMMERCIAL PRODUCER MARKETPLACE FOR AGRICULTURAL INPUTS

Brent A. Gloy and Jay Taylor Akridge

International Food and Agribusiness Management Review, 1999, vol. 02, issue 02

Abstract: 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.

Keywords: Agribusiness (search for similar items in EconPapers)
Date: 1999
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