The opinion leader concept in agriculture

Date of publication: June 15, 1985

Company: BVA Group


One of the major concerns of agricultural marketing is to identify opinion leaders among a population of farmers since they supposedly influence others in the choice of agrochemicals, seeds fertilisers, farm equipment etc. The survey described hereafter has for main objective to establish a simple method to identify the leaders. It was carried out in 1984 for 11 companies of various sectors of the agro-industry. The methodology falls into 4 phases.

Jean Pierre Ville


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