Brand Loyalty in Argentine Commercial Crop Seed Markets

Roberto Juan Feeney, Pedro Harmath and Pablo Mac Clay

International Journal of Agricultural Management, 2020, vol. 09

Abstract: This paper focuses on identifying and characterizing different groups of producers based on their loyalty to seed brands in Argentina. Aˆ In order to do so, we resorted to a two-step methodology: the first step identifies groups of producers in terms of their loyalty to seed brands, using a multivariate analysis. Then, to identify variables associated with brand loyalty, and have an initial group characterization, we use independency tests for qualitative variables. Our findings show that almost 44% of Argentine producers consider themselves loyal to the seed brands they purchase. These producers are willing to buy the brand regularly, in spite of price increase. By contrast, only 21% of Argentine producers consider themselves disloyal, meaning that they are willing to try other products and would change seed brand if price increased in even a small proportion. Our results have strong business implications, as they establish a clear profile of producers who are loyal to a brand in the heart of the Argentine Humid Pampa. Such findings can help ag input companies determine where to focus their attention and resources.

Keywords: Agricultural and Food Policy; Crop Production/Industries (search for similar items in EconPapers)
Date: 2020
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Persistent link: https://EconPapers.repec.org/RePEc:ags:ijameu:329802

DOI: 10.22004/ag.econ.329802

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