When it comes to buying big-ticket equipment, inputs or technology, farmers seem to be in a constant state of consideration. Paulsen Marketing’s latest thought paper, “How Multi-generational Farming Operations Make Major Purchase Decisions,” takes a closer look at how long it takes to make a purchase decision and how agri-marketers can capitalize on it.
Older producers are spending more time online and younger producers are creating their own peer networks, offline and online. This is just one of the key observations explored in Paulsen Marketing’s latest thought paper, “How Multi-generational Farming Operations Make Major Purchase Decisions.”
Two years ago, Paulsen began a series of video interviews with producers across the nation to see how their media habits are changing, given the digital evolution. Now, 20 months later, as we review these interviews, we see the wisdom of the producers we talked to still holds true. Producers shared with us that as much as they love the Internet, it will never replace the magazine or the newspaper. One producer said, “There is something to be said for a magazine. They are always in our shop office. It’s an easier format to read. You have to know what you want when you are on your computer.”
November 2011—Discover how older and younger producers come together to make the most important purchase decisions for their farming operations.
Paulsen Marketing’s latest thought paper, “How Multi-generational Farming Operations Make Major Purchase Decisions,” examines the concept of brand assimilation. If producers are loyal to a specific brand, it is generally because the brand has been assimilated into a farming operation from one generation to the next.