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Brand Loyalty in Argentine Commercial Crop Seed Markets

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  • Feeney, Roberto Juan
  • Harmath, Pedro
  • Clay, Pablo Mac

Abstract

This paper focuses on identifying and characterizing different groups of producers based on their loyalty to seed brands in Argentina. Aˆ In order to do so, we resorted to a two-step methodology: the first step identifies groups of producers in terms of their loyalty to seed brands, using a multivariate analysis. Then, to identify variables associated with brand loyalty, and have an initial group characterization, we use independency tests for qualitative variables. Our findings show that almost 44% of Argentine producers consider themselves loyal to the seed brands they purchase. These producers are willing to buy the brand regularly, in spite of price increase. By contrast, only 21% of Argentine producers consider themselves disloyal, meaning that they are willing to try other products and would change seed brand if price increased in even a small proportion. Our results have strong business implications, as they establish a clear profile of producers who are loyal to a brand in the heart of the Argentine Humid Pampa. Such findings can help ag input companies determine where to focus their attention and resources.

Suggested Citation

  • Feeney, Roberto Juan & Harmath, Pedro & Clay, Pablo Mac, 2020. "Brand Loyalty in Argentine Commercial Crop Seed Markets," International Journal of Agricultural Management, Institute of Agricultural Management, vol. 9, April.
    • Handle: RePEc:ags:ijameu:329802
    DOI: 10.22004/ag.econ.329802
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