A Deep, Data-Driven Analysis of Brand Loyalty in Agriculture

Traditionally, farmers are known to be dogged loyal to and identify closely with certain “colors” when it comes to the brand of equipment they purchase. To emphasize the competitive nature of the farm machinery business, not too awfully long ago, it was common to see signs in dealerships that read, “Friends don’t let friends drive red tractors” or “green tractors,” whatever the case may be. It wasn’t at all unusual to hear farmers brag about the superiority of their preferred brand of machinery.

Some in the ag equipment business insist that this level of brand loyalty has diminished over the years, and in today’s world of tight farming margins they would argue that price has now unseated brand as the biggest purchasing factor. But you may be surprised what the farmers are actually telling us.

Every three years since 2011, Ag Equipment Intelligence editors have extensively surveyed farmers across 12 states encompassing the Corn Belt (Illinois, Indiana, Iowa, Ohio, Missouri), Lake States (Michigan, Minnesota, Wisconsin) and Northern Plains (Kansas, Nebraska, North Dakota, South Dakota) regions of the U.S. to gauge the level of loyalty they hold toward equipment.

The culmination of a nearly a decade-long study, Ag Equipment Intelligence has now combined this extensive primary research into an insightful, comprehensive and unique dealership management report, Brand Loyalty in the Farm Equipment Business.

Order Your Copy Now For Only $99.95 and get FREE shipping

Brand Loyalty in the Farm Equipment Business offers an essential business strategy tool to help you better understand and position your dealership’s unique selling proposition, products and overall value against your competition amidst an ever-shifting ag equipment landscape. It offers a tool to help you be better informed and prepared to align your dealership and the brands you represent with the right customers, at the right time and with the right message.

Pick up your copy today and discover answers to these critical brand loyalty questions and more…

What would it take for farmers to switch to another equipment brand? Many dealers believe that price is the most important aspect for farmers when it comes to purchasing equipment, but would you be surprised to learn that it isn’t even in the top three? Do you know how big of a role a dealerships people, location and facility play in maintaining customer loyalty? You’ll learn the most common reasons farmers switch brands, so you'll see which aspects of your business may be driving customers away and the areas of opportunity to gain and retain new customers.

How does a farmers' revenue affect their purchasing practices? When comparing farmers who annually make over $1 million to farmers who make less than $1 million, you most likely aren’t surprised to hear there are differences in how and why they purchase equipment. But did you know there are more similarities between the two, especially when it comes to switching brands? Learn where revenue levels matter most, so you can better understand how to effectively market your equipment to your every type of customers – from the low-acreage hobbyist to the high-acreage producer.

Where do farmers and dealers differ on brand loyalty? Not only does this report offer key insight into the purchasing psyche of the grower, but you'll also get insight into the dealers' perceptions of brand loyalty. You'll learn about what areas dealers and farmers disagree on more often than not on the level of customer loyalty to a specific manufacturer. You'll also learn the top dealers' impressions of farmers’ purchasing practices and how they compare to farmers’ responses.

How do individual manufacturers score with farmers who prefer particular brands? Do you know why farmers prefer specific brands? Would it surprise you to learn that the factors causing farmers to switch brands differ widely depending on what brand the farmer prefers? This report segments responses and trends by brand to show how the individual brands compare. You’ll hear direct commentary from brand-specific farmers so you can better cater to their needs within your dealership and the brands you represent.

For a deep, data-driven dive into brand loyalty in agriculture today, purchase your copy of Brand Loyalty in the Farm Equipment Business now for just $99.95 and get FREE shipping. 

Order Your Copy Now For Only $99.95 and get FREE shipping


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