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The opinion leader concept in agriculture

Date of publication: June 15, 1985

Catalogue: Seminar 1985: Agricultural Marketing Research in Europe

Company: BVA Group

Author: Jean Pierre Ville

Abstract:

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

Author

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Citation

Ville, J. (1985a, June 15). The opinion leader concept in agriculture. ANA - ESOMAR. Retrieved May 24, 2025, from


https://ana.esomar.org/documents/the-opinion-leader-concept-in-agriculture