Farmer segmentation: transfer of knowledge in extension

Hay, Rachel, Eagle, Lynne, and Low, David (2017) Farmer segmentation: transfer of knowledge in extension. In: Proceedings of the Australian and New Zealand Marketing Academy Conference. pp. 799-803. From: ANZMAC 2017: Australian and New Zealand Marketing Academy Conference: marketing for impact, 4-6 December 2017, Melbourne, VIC, Australia.

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Abstract

Food production requires careful consideration of farming practices and may carry unintended consequences such as nutrient and sediment loss from farm land (McGuire, Morton, Arbuckle, & Cast, 2015). At an extension (intermediaries between research and farmers) level it is important that farmers are supported in best practice to prevent such losses. However, this is made difficult because of different farmer typologies. Responses to a survey of cane growers in Queensland demonstrate the influence that segmentation and extension has on cane growing businesses and the flow on effect that it has on society. Marketers whose aim is to create change amongst farmers would benefit by including farmer specific typology/segmentation in their marketing efforts.

Item ID: 52656
Item Type: Conference Item (Research - E1)
ISSN: 1447-3275
Keywords: segmentation, typology, extension, knowledge transfer
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Date Deposited: 28 Feb 2018 00:54
FoR Codes: 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150506 Marketing Theory @ 20%
15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150502 Marketing Communications @ 40%
15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150503 Marketing Management (incl Strategy and Customer Relations) @ 40%
SEO Codes: 97 EXPANDING KNOWLEDGE > 970107 Expanding Knowledge in the Agricultural and Veterinary Sciences @ 25%
97 EXPANDING KNOWLEDGE > 970115 Expanding Knowledge in Commerce, Management, Tourism and Services @ 50%
97 EXPANDING KNOWLEDGE > 970105 Expanding Knowledge in the Environmental Sciences @ 25%
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