The Role of the Dealer in Farmers' Purchase Decisions

Abstract

The important role of the distributor and of customer service in buyer behaviour and marketing is increasingly being noted by marketing practitioners and by academics, although published research support is relatively sparse. The paper examines the evaluation criteria used by farmers when purchasing new machinery and selecting local suppliers. The requirements of farmers, and the relative importance of dealer service factors compared to generic product factors are highlighted.

Citation

Kirkup, M.H. and Dennis Anderson, C. (1987), "The Role of the Dealer in Farmers' Purchase Decisions", European Journal of Marketing, Vol. 21 No. 9, pp. 21-31. https://doi.org/10.1108/EUM0000000004714