Making important financial choices or major purchases? Farmers and gardeners don’t do that overnight. It almost always involves a careful process. Of course, the farmer himself decides a lot, but others also have influence. Think partners, children, employees or advisers. AgriDirect studied this among almost 600 farmers. This gave us a keen insight into their behaviour, motives and sources of information.
In this article, you will read by topic who has the most influence on buying behaviour.
The survey results are divided into three themes:
- Large investment
- Switching supplier operating assets
- Switching financial services providers
Involved in major investment
- When making a major investment, the farmer or gardener usually decides for himself. Yet he is not the only one. Especially among cattle farmers, the partner plays a major role. Children also think along, more often than a consultant.
- In particular, farmers and gardeners over 51 years old involve their children in investment decisions (30%).
- At the largest companies, employees also talk along. There, the share is 17%, while at smaller companies it is only 2-4%.
Involved in switching supplier operating assets
- Several people also have their say when changing suppliers. Partners, children and advisers are often involved. Cattle, pig and poultry farmers involve their families more often than other sectors.
- On the larger farms in the highest SO classes, employees are involved relatively often (14% vs. 2-4%). The larger the farm, the less the farmer himself and his partner decide (91% vs 100% and 41% vs 53%, respectively).
- Farmers aged 51 or older involve their partner (48% vs 41%) and children (28% vs 3%) relatively more often than their younger counterparts.
- Interestingly, farmers who plan to switch are more likely to involve their children (34%) than farmers who have already switched (19-23%).
Parties involved in switching financial service providers
- Again, the farmer does not decide alone. The partner and children play along.
- The larger the company, the more children have influence and the less the partner decides.
- Farmers over 51 involve their children (26%) and their adviser (14%) more often than younger colleagues (2% and 7%, respectively).
- Those not planning to switch are less likely to consult their adviser (11%) than farmers who have already switched (22%) or still want to (25%).
Getting in touch with the right target audience instantly?
You see: the buying process is often a family or team affair. A targeted agrimarketing campaign helps you reach all these influencers. That way, you increase your chances of success. Curious what this can deliver? Feel free to contact us for a no-obligation brainstorming session.
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