FARM IMPLEMENT MANUFACTURER
BUYER ATTITUDE AND USAGE PROFILE -- OPPORTUNITY IDENTIFICATION
This regional manufacturer of a broad line of farm tillage tools and implements such as hay balers wanted to identify opportunities for greater market penetration through both dealer and farm operators in the distribution channel. Competition was more intensified, so assessing the strength of loyalty within its dealer network was vital to maintaining and building customer satisfaction and growing sales and line dominance. Likewise, understanding the present levels of awareness and brand preference among farm operators, the ultimate customers, would be needed to bring focus to its upcomming advertising campaign.We conducted a two-level market survey among both dealters and operators. Here, a mail survey methodolgy was deemed most appropriate since we desired to capture usage and intended purchase rates for very detailed product line items. The mail method allowed respondents the needed time for survey completion, and afforded us the detailed measurements we needed.
Our analysis aided our client to make needed adjustments in its product and production planning for the upcoming seasons, and guided the points of emphasis for its new advertising program.