Influential factors of agricultural chemical purchase

Abstract

The purpose of this research was to identify the key factors in the decision making process that motivate end users to purchase a particular brand of agricultural chemical within a designated product category. The Australian cotton industry was selected as a suitable candidate due to both the high purchase frequency and total volume of agricultural chemicals utilised in the production of the crop. It is anticipated that the results from the research project will enable manufacturers to more accurately target advertising and promotional strategies to the needs of the end user. Maximising the effectiveness of advertising and promotion will generate demand for branded products from the field and minimise the ever increasing influence of agricultural distributors on buyer behaviour.