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Psychographic segmentation of the farm market

Author

Listed:
  • Thomas F. Funk

    (Professor of Agricultural Economics and Business, University of Guelph, Guelph, Ontario, Canada)

  • Maryse J. Hudon

    (Kraft Foods of Canada, Montreal, Quebec)

Abstract

This article uses psycho graphic clustering techniques to segment the market for farm supplies. Twenty-three psychographic dimensions produced four clusters: leading edge entrepreneurs, progressive farmers, traditionalists, and the marginal majority. The segments were found to differ in several important respects, but principally in terms of adoption behavior, opinion leadership, and management capabilities.

Suggested Citation

  • Thomas F. Funk & Maryse J. Hudon, 1988. "Psychographic segmentation of the farm market," Agribusiness, John Wiley & Sons, Ltd., vol. 4(2), pages 119-141.
    • Handle: RePEc:wly:agribz:v:4:y:1988:i:2:p:119-141
    DOI: 10.1002/1520-6297(198803)4:2<119::AID-AGR2720040203>3.0.CO;2-C
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    Cited by:

    1. W. R. Schroder, 1989. "Future priorities in agribusiness education: An Australian perspective," Agribusiness, John Wiley & Sons, Ltd., vol. 5(3), pages 281-286.

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