Buying Behavior of Farmers

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Descrição do comportamento de compra do produtor rural

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  • Buying Behavior of Farmers

    Ontvangen

    2 7 SEP. m U B - C A H D E X

    8201.1833

  • STELLINGEN ; " 1 X

    Het inkoopgedrag van agratirs wordt in algemene zin gekenmerkt door het streven om de koopbeslissing te vereenvoudigen en tijd te besparen. Dit proefschrift

    Ondanks het feit dat agrarirs over het algemeen worden gekenmerkt door veel herhaalaankopen, bieden de verschillen in leverancierstrouw de mogelijkheid tot een gedifferentieerde marketingstrategie. Dit proefschrift

    3. Een veel gehoorde Stelling dat agrarirs voornamelijk op basis van emotionele c.q. irrationele gronden inkoopbeslissingen nemen, wordt niet ondersteund door theoretische argumenten en empirische onderzksresultaten. Dit proefschrift

    4. De betrokkenheid van bedrijfsleden bij inkoopbeslissingen wordt voornamelijk bepaald door variabelen waarmee een agrarische bedrijf getypeerd kan worden en is vrijwel onafhankelijk van de koopsituatie. Dit proefschrift

    5. Ketenmarketing is gedefinieerd als de gezamenlijke marketing-operatie van twee of meer opeenvolgende ondernemingen in een agrarische marketingkanaal die gericht is op een derde partij. Gegeven deze definitie is ketenmanagement een uitvloeisel van ketenmarketing. Meulenberg, M.T.O. en M. Kool (1994), Chain Marketing of Agricultural Products. In: G. Hagelaar (ed.), First International Congress on Chain Management. Wageningen: Landbouwuniversiteit, Vakgroep Bedrijfskunde.

    6. De huidige druk op de prijzen van A-merken toont aan dat consumenten hun koopbeslissingen rationeler nemen dan door marketeers wordt verondersteld.

  • 7. Wie uit de leegloop van de kerken de conclusie trekt dat de kerken niet in de religieuze behoeften van mensen voorzien, doet een theologisch juiste uitspraak. Becker, I.W. en R. Vink (1994), Secularisatie in Nederland 1966 - 1991: de verandering van opvattingen en enkele gedragingen. Rijswijk: SCP.

    8. Natuurontwikkeling in de directe woon- en leefgebieden van mensen is milieuvriendelijker dan de ontwikkeling van natuur zoals voorgesteld in de ecologische hoofdstructuur. Ministerie van Landbouw en Visserij (1989), Natuurbeleidsplan: beleidsvoomemen. Den Haag: SDU

    9. Mensen met zeer progressieve denkbeeiden zijn wat betreft de concrete toepassing van deze denkbeeiden in de maatschappij zodanig dogmatisch dat ze altijd progressief blijven.

    10. De behoefte aan zekerheid neemt toe naarmate men meer zekerheden heeft vergaard.

    Maarten Kool

    Buying behavior of farmers Wageningen, 3 Oktober 1994

  • B U Y I N G B E H A V I O R O F F A R M E R S

    MAARTEN KOOL

  • Promoter: dr.ir. M.T.G. Meulenberg hoogleraar in de marktkunde en net marktonderzoek

    Co-promotor: dr. A. van Tilburg universitair hoofddocent vakgroep marktkunde en marktonderzoek

  • B U Y I N G B E H A V I O R O F F A R M E R S

    Proefschrift ter verkrijging van de graad van doctor

    in de landbouw- en milieuwetenschappen op gezag van de rector magnificus,

    dr. CM. Karssen, in het openbaar te verdedigen op maandag 3 oktober 1994

    des namiddags te vier uur in de Aula van de Landbouwuniversiteit te Wageningen

    MAARTENKOOL

  • OP-DATA KONINKLUKE BIBLIOTHEEK, DEN HAAG

    ISBN 90-74134-20-3 NUGI686, 835

    Subject headings - marketing, farmers, buying behavior

    Copyright - Maarten Kool, Ede The Netherlands, 1994

    Cover - Ernst van Cleef BiiSLlOTMEEK

    EMffiBOUWUNIVERSHSSl AU rights reserved fE&GfiNIl&Ea

    Nothing from this publication may be reproduced, stored in a computerized system or published in any form or in any manner, including electronic, mechanical, reprographic or photographic, without prior written permission from the publisher, Wageningen Pers, P.O. Box 42, NL-6700 AA Wageningen, The Netherlands

    The contribution in this publication and any liabilities from it remain the responsibility of the author.

    In so far as photocopies from this publication are permitted by the Copyright Act 1912, Articel 16B and Royal Netherlands Decree of 20 June 1974 (Staatsblad 351) as amended in Royal Netherlands Decree of 23 August 1985 (Staatsblad 471) an by Copyright Act 1912, Article 17, the legally defined copyright fee for any copies should be.transferred to the Stichting Reprorecht (P.O. Box 882, NL-1180 AW Amstelveen, The Netherlands). For reproduction of parts of this publication in compilations such as anthologies or readers (Copyright Act 1912, Article 16), written permission must be obtained form the publisher.

    Printed in The Netherlands

  • Voor mijn moeder

  • ACKNOWLEDGEMENTS

    Although conducting a Ph.D.-study is a rather solitary activity, I wish to thank many people for their contributions to the content and realization of this study. First of all, I wish to express my appreciation to my supervisors, prof.dr.ir. M.T.G. Meulenberg and dr. A. van Tilburg, for offering the opportunity to perform this dissertation and for the professional and constructive support during the years of the project. I thank Thieu Meulenberg for his contribution to this thesis by means of the indepth discussions about various topics and for stimulating careful formulations. I thank Aad van Tilburg for the amount of time he spent on reading the manuscript and discussing it in great detail. I also acknowledge the assistance from all my colleagues at the department of Marketing and Marketing Research, who have helped in various ways. I especially mention Mr. J.A. Bijkerk for his valuable assistance in preparing and analyzing the data.

    The collection of data was made possible by grants from five companies, Cebeco-Handelsraad, DSM Meststoffen, Vicon (Greenland), Hendrix' voeders, and Rabo-bank. The members of the advisory committee consisting of various persons of these companies are gratefully acknowledged for their valuable comments and suggestions during the first stage of this project.

    The theory described in this thesis could not have been tested without the help of the farmers who participated in the empirical studies. I wish to thank the 100 farmers who participated in the preliminary study and the 879 farmers who participated in the empirical study. With respect to the latter study, I am indebted to the students and other persons who helped me organizing and executing all the interviews. I received much practical support from all students who participated during different stages of the research project.

    Finally, I wish to thank all the people who showed interest in my work and encour-aged to carry on. I thank Hans Dorsman, a close friend who was always interested in the progress of my thesis. However more than any of the persons already mentioned, I would like to thank Jolanda for her support. Thanks to her patience and perseverance, I was able to finish this thesis. Finally, I wish to thank my parents who gave me the opportunity of attending university and who had confidence in me finishing this thesis. I regret very much that my mother was not been able to see the completion of this dissertation. I dedicate this thesis to her.

  • CONTENTS

    1 Introduction and overview 1 1.1 Introduction 1 1.2 The objectives of the study 3 1.3 Outline of the book 4

    PART I - THEORETICAL FRAMEWORK

    2 The context of farmers' buying decisions 9 2.1 Farm income allocation process (FIAP) 9 2.2 Characteristics of the choice-making processes at the various

    stages of the FIAP 13 2.3 Differences between economic and behavioral approaches to

    farmers' buying behavior 15

    3 General characteristics of farmers' buying behavior 17 3.1 The D3B-CB dichotomy 17 3.2 The dimensions of buying behavior 19 3.3 A classification scheme for types of buying behavior 22 3.4 General characteristics of farmers' buying behavior 27

    4 A general model of farmers' buying behavior 33 4.1 Introduction 33 4.2 Dimensions of farmers' buying behavior 34

    4.2.1 The core model of farmers' buying behavior 34 4.2.2 Buying process 35 4.2.3 Buying structure 42 4.2.4 Relationships with suppliers/loyalty to choice

    alternatives 48 4.3 Characteristics of the buying task and the buyer as determi-

    nants of farmers' buying behavior 51 4.3.1 The model of farmers' buying behavior 51 4.3.2 Product-related characteristics 53 4.3.3 Market characteristics 62 4.3.4 Farm enterprise characteristics 65 4.3.5 Individual characteristics 68

  • 4.4 Environmental influences on farmers' buying behavior 4.5 Summary of the general model of farmers' buying behavior

    74 76

    PART II - EMPIRICAL STUDY

    5 Data and methods of the empirical study 83 5.1 Introduction 83 5.2 Design of the empirical study 84 5.3 Operationalization of the variables included in the empirical

    study 87 5.3.1 Operationalization of the variables representing the

    dimensions of farmers' buying behavior 88 5.3.2 Operationalization of the variables explaining farmers'

    buying behavior 91 5.3.3 Methods of analysis 95

    6 Measuring the relative influence of buying center members 97 6.1 Introduction 97 6.2 A brief review of the measures of multiperson influence 98 6.3 Methodology 100 6.4 Analysis of the between-informant agreement 101 6.5 Multitrait-multimethod analysis 102

    6.5.1 The Campbell and Fiske (1959) procedure 103 6.5.2 Confirmatory factor analysis for MSMI matrix 106

    6.6 Self-aggrandizement bias 110 6.7 Conclusions 111

    7 Extensiveness of the buying process 113 7.1 Introduction 113 7.2 Hypotheses and data analysis procedure 114

    7.2.1 Hypotheses 114 7.2.2 Path analysis 119

    7.3 Extensiveness of the buying process for buying equipment and contracting a financial loan 120 7.3.1 Comparison of the extensiveness of the buying process 121 7.3.2 Path analysis results for equipment 122