The extensiveness of the buying process refers to the amount of information acquisition and alternative evaluation with respect to the purchase of a mean of production. Knowledge about the determinants of the extensiveness of the buying process is essential for the Agricultural Supply Industry, because their marketing strategy has to be adapted to this. A model of the extensiveness of the buying process of farmers is developed, based on comprehensive models of organizational buying behavior and consumer behavior. Based on this model some hypotheses are derived, which are tested in this study. The hypotheses refer to the influence of product characteristics (complexity of the purchase situation, importance and market penetration of the pro- duct), farm enterprise characteristics (size of farm and type of farming), farmer characteristics (purchase experience, quality-consciousness and specific interest with respect to products, market orientation, general information acquisition level, age, and education level), and the long-term relationship with the supplier. The analytic model consists of a set of recursive equations. This model is parameterized by ordinary least square regression analysis. The market penetration of the product is by far the most important determinant of the extensiveness of the buying process of farmers. The extensiveness of the buying process is also positively affected by the complexity of the purchase situation, the importance of the product in relation to the structure of the enterprise, and the financial importance. A long-term relationship with the supplier is negatively related to the extensiveness of the buying process. This result indicates that the Agricultural Supply Industry can bind a farmer by investments into the relationship with the farmer. From the farmer characteristics the specific interest (enduring involvement) of the farmer with respect to a particular product (positively related) and the purchase experience (negatively related) are the most important determinants of the extensiveness of the buying process of farmers. Finally crop and dairy farmers tend to decide more carefully about the purchase of a mean of production than hog farmers and greenhouse gardeners.
This paper shares my observations about the way we conduct market research. No longer is market research seen as the scientific arm responsible for solving business problems. We are now the "give me a number" group. Market research should be the conduit between those people who use our products, and those people who decide how our products will be offered. We should transmit knowledge. We are both messengers, and soothsayers. Yet, today we have lost our capacity to interpret the buyer's voice by forgetting the basics. Instead of touching people, we create a set of icons that we at best venerate, ano at worse worship. These icons are statistics, sampling theory, the sanctity of testimonial data, and the more "sophisticated" the study, the better the results. Each of these icons will be discussed. The result is that market research is just one of many specialties to be dealt with by management. All is not lost. Knowledge of the market is not power; it is survival! It must be done. It we donât do it, someone else will! It is just that basic. We are still the best equipped. For us to approach the dream of market research, we must never forget we're business men. We are not technocrats. Don't use research like a drunk uses a lamp post. Research is for illumination, not support. Numbers will continue to seduce researchers who have a limited view of their discipline. For those who view research as belonging in a row of neat little boxes, a compartment for every technique, it will be almost impossible for the big idea to break through the mechanized process. Though technique has its place, the most productive marketing research is always people oriented.
The reunification of the two German states was necessarily associated with a large number of changes in social and economic systems of the former GDR. The most important components of economic change were the removal of socialist planned economy and the simultaneous introduction of social market economy which was implemented, in the field of agriculture, by the rules of agricultural markets and foreign trade based on the EC agricultural market regulations. The following paper is to render a short documentation of the changes taken place to date, and to show possible development trends. However, the essential part of this paper will concentrate on how ICI Agro, a division of Deutsche ICI GmbH, has already adapted to the changes resulting from the reunification, and on suitable approaches to the future marketing activities in the five new federal states.
This four-part paper looks at the context within which the Common Agricultural Policy (CAP) of the European Community (EC) is set; the alternative ideas of the Greens and the way in which they seek to influence policy. Introduction looks at the growing criticism of the and then looks at the changing global context within which it is now operating. It argues that given increasing political and ecological instability (particularly global warming) the CAP cannot cope. The second part explains the fundamental tenets of Green Politics the emphasis on sustainability, its inter generational nature and its alternative view of economic Reals. The CAP is then examined in the light of that Perspective and found to be seriously wanting. The Green Alternatives, based on long-term thinking, are then put forward. Third section looks at how Greens work to influence the development of policy, through direct political influence in Parliaments and through a network of alliances. The paper concludes that, although Green influence may appear weak at present, it is likely to increase as public Awareness grows and the planet continues to "canvass for the Greens".
Why is the chemical industry interested in the image of farmers? Haven't they got enough to cope with their own image? Doesn't the chemical industry have a worse image than agriculture? These questions arise when a man from the agrochemical industry gives a talk about the 'image of Agriculture". There are however a series of good reasons why the agrochemical industry must be interested in the image of agriculture. The people who work in agriculture are our clients. In the interests of our business we must take the trouble of creating a realistic picture of our customers. Only satisfied customers buy products from their suppliers, respectively dissatisfied customers do not. We have advised people in agriculture and have influenced the structure of their production methods for over 100 years. It is therefore our moral duty to care about the acceptance problem of agriculture which we have partially caused. The last point mentioned here is the most important one: The agrochemical industry won't solve it's image problem if it only advertises for itself. It will only succeed if it helps agricultural production methods to be better accepted by the public.
After the political and economic opening of Eastern Europe towards the West, many companies which wanted to become active in these new markets asked quite quickly for market data. If any qualitative or quantitative market data on farm structures, decision-making procedures, relations of the agricultural sector to preceding and following sectors were available at all, due to quick changes of old farm structures, this information could only be used as initial data for planning. Due to the radical changes in the new federal Lander the demand for actualized data is relatively high. Market research has to face new challenges because the basic situation for carrying out market surveys in Eastern European countries is different from that in Western Europe and because market research has to react flexibly to continual changes. The experiences taken as a basis by PRODUKT + MARKT for carrying out agricultural surveys in Eastern Europe are shown by the example of the former GDR. Planning of market research projects is made in 3 steps: 1- Analysis of the status quo of the population ( = structure of agricultural producers cooperatives) in November 1989. 2- Continuous observation of the restructuring process and extrapolation of structured data. 3- Adaptation of the market research instruments - as they are used in West Germany - to the respective situation in the former GDR,
This paper examines the role of some of the determinants of future changes in farming systems, production methods and agricultural land use. It draws heavily on the results of a study carried out on land use in the UK on the timescale 1985 - 2015. Assessments of the potential improvements in productivity arising from the uptake of new technologies are made, as technology is likely to continue as a catalyst and determinant of change. Consumer demands and public opinion will have an increasing influence on the choice and deployment of technologies on farms. Government legislation and policies, market requirements will reflect many of these demands. In the past, improvements in productivity have arisen from the restructuring of farming, the forecasts assume that this would occur along with the uptake of appropriate technologies due to the influence of economic forces. Policies could slow this process and delay the resulting improvements in productivity lor social, environmental or other reasons. The two land budget scenarios presented reflect the probable extremes and the resultant land use patterns for the UK. Both show a reduction in resource use and changes in the levels of inputs from 1985. The effects on costs of production have also been estimated. Resources in terms of land, labour and capital will be removed from food production in order to balance supply and demand, there will be large reductions in the number of food producing animals on farms and a reduction in the quantities of fertiliser and pesticides used. Food production is likely to be concentrated on fewer and larger farms which will tend to be specialised. An attempt to quantify some of the changes for cereals and dairying in the EC is made.
To improve the situation of agriculture and horticulture in the new federal Lander it is necessary to develop the right marketing structures to achieve a concentration of the supply side. In sector plans, the potential in production and marketing will be analysed and recommendations for building marketing organizations will be developed. Due to the lack of selling opportunities and problems of restructuring, production in the new federal Lander has declined by 50 %. Intensive marketing consultancy has to ensure the future of the remaining enterprises.
According to common understanding of the actual tasks of a Federal government system in West Germany, priority lies no doubtly in the smooth running of administration. If we were to compare the agricultural structure of the German Federal State of Brandenburg, with the normal structure of that in West Germany, I can only emphasize that we are still far behind. However in some fields we don't strive for West German calibre, although not intentially. Thus our first task in the market economy this year was to firstly analyse and grasp the situation. However we mustn't be too forward with rash concept solutions but to also react as adequately as possible to the problems. This paper would like to lay out my ideas on future agricultural structure of Brandenburg in the following 6 guidelines: A general requirement for the future agricultural orientated structure is to achieve a satisfactory income for the workforce without overproduction. The practice of agricultural production has to be environmentally friendly. A drastic decline in employment is necessary. Under the general conditions of the EEC, a larger area per employee must be expected. We encourage the equality of opportunity of independant first-time farmers in Brandenburg. A political agricultural structure must reflect the wishes and needs of the farmers concerned.
This paper shows how the NSS PRICE SENSITIVITY METER, developed by one of the authors was applied to a multi-country agricultural research problem. It demonstrates how, by combining the price perception data with other types of data accurate predictions could be made of the reactions of farmers to intended changes in the pricing of agrochemicals.
This paper is divided into three parts. The first part briefly reviews some recent contributions which investigate the concept of quality in the agricultural food industry, with particular reference to the component of quality which, to use a significant neologism, is called environment friendliness. On the basis of the previous considerations, with the addition of some more specific comments, the second part of the paper suggests a more complex, comprehensive concept of quality - specifically, a systemic or holistic concept which takes account of all the relationships between the agricultural food company and the other "actors" or "stakeholders" in the system, each of which is able to influence the intrinsic quality produced for better or worse. The third part endeavours to interpret all these relationships in terms of marketing, briefly indicating the most important issues emerging and some implications on the various aspects of the marketing mix. The interplay between company and market, company and territory, and company and institutions is briefly examined, and some comments made from the standpoint of quality. In conclusion, reference is also made to some of the specific professional skills emerging in the agricultural sector which will become ever more crucial and therefore represent an important differentiating factor in terms of competition for innovatory companies.
The health food trend, being a direct consequence of the world ecologi- cal movement, is present more and more in our areas too. It manifests itself in a great interest in the relation between diet and health, be- ing evident in the real flood of various alternative movements as well as in the opening of specialized health food stores offering pesticide- free cereals, food free of chemical additives, honey from mountainous areas where there is no gaseous contamination, apple vinegar, oat flakes as well as a wide range of other foods from a "healthy" image of the world. People know more and care more about their own health, expecting somebody else to help them and in fact all is reduced to a system of self-help. One thing is said by science and another by alternative: the advantages of the former are the latest discoveries and cognisance, and being inadequate and beyond reach of the ordinary people are its disadvantages. The advantages of the latter are simplicity and easy acceptance, and superficial knowledge, very frequent incorrect interpretation and the worst of it, mysticism, are its disadvantages. The cold facts are given by science, being very often in opposition to be- lief, and alternative raises delusive hopes and stirs imagination. As an ordinary human being always prefers illusion to bitter truth, our people usually decide for alternative.