This paper outlines the results of an integrated study carried out for I.C.I. Solplant by Burke B.I.S. in 1985 which aimed at identifying differentiated typologies of farmers on the Italian market. The study was divided into two phases: 1) The qualitative phase: non directive interviews on a small sample of farmers (50 cases); 2) the extensive phase: structured interviews on a large sample (600 cases), stratified by geographic area and farm size.
Seven countries: France, Italy, Germany, the United Kingdom, United States, Japan, and Brazil account for 55 to 60% of annual pesticide sales. Co-operatives account for approximately 40% of sales to the more than 12 million growers in these markets. Attempts by basic manufacturers to Integrate forward in the distribution chain have occurred mainly in European markets. An attempt to establish a one-step distribution system in the U.S. market represents the most significant change in the U.S. market.