Getting the message across

Date of publication: June 15, 1987


This paper seeks to demonstrate how a programme of research which segments farmers according to their general attitudes and approach to their work can influence the communication strategies employed by manufacturers. Many manufacturers use market research to try to maximise margins in traditional agricultural sectors. Most of these hinge on the analysis of past and present behaviour, e.g. product usage studies.

  • PDF
  • This could also be of interest