Psychographic segmentation of the farm market

Thomas F. Funk and Maryse J. Hudon
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Thomas F. Funk: Professor of Agricultural Economics and Business, University of Guelph, Guelph, Ontario, Canada, Postal: Professor of Agricultural Economics and Business, University of Guelph, Guelph, Ontario, Canada
Maryse J. Hudon: Kraft Foods of Canada, Montreal, Quebec, Postal: Kraft Foods of Canada, Montreal, Quebec

Agribusiness, 1988, vol. 4, issue 2, 119-141

Abstract: This article uses psycho graphic clustering techniques to segment the market for farm supplies. Twenty-three psychographic dimensions produced four clusters: leading edge entrepreneurs, progressive farmers, traditionalists, and the marginal majority. The segments were found to differ in several important respects, but principally in terms of adoption behavior, opinion leadership, and management capabilities.

Date: 1988
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Persistent link: https://EconPapers.repec.org/RePEc:wly:agribz:v:4:y:1988:i:2:p:119-141

DOI: 10.1002/1520-6297(198803)4:2<119::AID-AGR2720040203>3.0.CO;2-C

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