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Psychographic segmentation of the farm market
Author(s) -
Funk Thomas F.,
Hudon Maryse J.
Publication year - 1988
Publication title -
agribusiness
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.57
H-Index - 43
eISSN - 1520-6297
pISSN - 0742-4477
DOI - 10.1002/1520-6297(198803)4:2<119::aid-agr2720040203>3.0.co;2-c
Subject(s) - psychographic , market segmentation , cluster analysis , opinion leadership , marketing , segmentation , economics , business , advertising , computer science , artificial intelligence , sociology , social science
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.