Making important financial choices or buying expensive products is not something farmers do overnight. This often involves a careful process. It is therefore important to gain insight into the purchasing behaviour of farmers and horticulturists. AgriDirect surveyed almost 600 farmers about their behaviour, motives and sources for making a purchase.
Large investment
Conversations with advisers, colleagues and supplier websites are the most frequently mentioned sources of information when making a major investment. The larger the farm, the more ‘the advisor’ is mentioned as a source of information (from 41% to 62%). Also, advisers are more often mentioned as a source by farmers and horticulturists aged 50 or younger than by their older colleagues (64% vs. 50%).
For farmers and gardeners who have not yet made a major investment but are planning to make a purchase, supplier websites (47%) are a more important source of information than conversations with colleagues (33%).
Switching supplier operating assets
Similarly, when changing equipment suppliers, people mainly inform themselves through conversations with advisers and colleagues. In horticulture, conversations with the advisor are relatively less often mentioned as a source of information (44%). Further important sources of information are trade magazines and websites of suppliers and sectors.
Small firms pay more attention to advertisements than large firms: 1 in 10 firms in the smallest SOE class versus 1 in 20 in the larger SOE classes identify advertisements as an important source of information.
Changing financial services provider
Looking at the provision of information when switching service providers, we can draw the following conclusions:
- Conversations with advisers, colleagues and the partner are again the main sources of information.
- For companies in the lowest SO class, conversations with advisers are less important sources than for the larger classes (46% vs 61-67%). The larger the company, the fewer conversations with children were mentioned (from 15% to 9%).
- Conversations with children are more important for farmers aged 51 or older than younger farmers (14% vs 1%).
- Interviews with advisers have been a less important source of information for farmers who have switched than for farmers who have not (yet) switched (47% vs 64-69%)
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