National Agri-Marketing Association
NAMA Website
Upcoming Events
Agri-Marketing Conf
Best of NAMA 2020

What do farmers really think of agricultural retailers? Are they doing business with Company X because they have an affinity for that brand?

Blacksheep Strategy, a Canadian brand and research consultancy, decided to find out by conducting a comprehensive study of farmers' views of the retailers who sell them crop protection and fertilizer products.

The 2004 Agricultural Retailer Brand Strength Monitor provides a complete picture of how retail brands compare to each other and what drives farmer preference and intentions. More than 1,000 farmers across western Canada took part in the study, describing what makes each retailer different and relating the impact these differences would have on their likelihood of doing business with that retailer.

One of the interesting findings of the survey was on the issue of category involvement, which refers to the extent to which people think their decisions within a category of products and services are important. For farmers, when it comes to deciding what retailer to deal with, category involvement varies considerably from one individual to the next. While just over half do consider their choice of retailer to be an important decision, there is a moderately sized segment that is somewhat neutral, and another smaller segment that feels choice of retailer just isn't important.

Looking at specific categories, not surprisingly, most farmers consider their choice of machinery retailer to be a more important decision than their fertilizer or chemical retailer. The choice of which grain company to deal with also tends to be a more important decision than their fertilizer and chemical retailer.

"Low levels of category involvement mean customers are more transactional and product-oriented," says Joanna Karman of Blacksheep Strategy. "This situation makes it more difficult for a retailer to build and leverage brand equity. As a result, crop input channel players can suffer from low brand strength."

However, when category involvement is high, farmers tend to notice differences between retail brands. They also tend to be more aware of how these differences impact them and have stronger opinions about the retailers in their area. Cultivating high category involvement is worth it. It's an important foundation for being able to capitalize on the strength of your brand and build a stronger customer relationship. AM

For more information, contact Joanna Karman at 250/935-6869 or

Search News & Articles

Proudly associated with:
American Business Media Canadian Agri-Marketing Association National Agri-Marketing Association
Agricultural Relations Council National Association of Farm Broadcasters American Agricultural Editors' Association Livestock Publications Council
All content © 2021, Henderson Communications LLC. | User Agreement