Abstract:

In this paper we intend to discuss not only the problems of communicating with farmers from the point of view of suppliers to this industry, but also the problems of communication with farmers as met by the marketing researcher. In the spring of 1967, we were commissioned by a manufacturer of animal feed, to carry out a study in two selected areas of the Federal Republic of Germany. The broad objective of this survey was to provide basic information regarding the present distribution- and marketing pattern, whereby an analysis was made of the competitive market-structure, the distribution channels, the role of the co-operatives etc. In addition however we were asked to study the attitude of the farmers regarding various product requirements, towards various brands, the role of price and finance support in purchasing decisions, while special attention was to be paid to the attitude towards and experiences with all sorts of advisory services.