Large Commercial Producer Market Segments forAgricultural Capital Equipment

摘要

Using cluster analysis, this research identifies four buying behavior segments of commercialproducers who purchase capital items: Convenience, Price, Performance, and a group of Balancebuyers who consider all of these factors as well as customer service and support services inroughly equal allotments. The Balance segment is the largest of the four. Price and Performancebuyers tend to be younger, larger, and better educated than the Convenience or Balance buyers.We discuss the implications of these customer market segments for capital equipment marketersand salespeople.