Brand Loyalty in the Farm Equipment Business -- 2020

Brand Loyalty in the Farm Equipment Business — 2020 (PDF)


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This new 44 page report from Ag Equipment Intelligence presents data the editors have compiled from surveys of farmers in 2014, 2017 and 2020 to gauge the level of loyalty they hold toward the brand of equipment they use in their everyday farming operations. It also captures major shifts in how farmers view their ag machinery that could impact their purchasing decisions.

Farmers across 12 states encompassing three major U.S. agricultural regions were surveyed:

  • Corn Belt (Illinois, Indiana, Iowa, Ohio, Missouri) 
  • Lake States (Michigan, Minnesota, Wisconsin) 
  • Northern Plains (Kansas, Nebraska, North Dakota, South Dakota) 

This extensive primary research from these three studies has culminated in an insightful, comprehensive and unique dealership management report, Brand Loyalty in the Farm Equipment Business — 2020. 

A major shift in farmers’ perceptions of their preferred brands showed up in the 2020 study. After solid improvement in brand loyalty levels in 2014 and 2017, the results from the 2020 weren’t nearly as positive. The most recent survey shows that both equipment manufacturers and dealers have work to do to get back on track when it comes to customer loyalty to their brands and their businesses. If nothing else, the most recent study demonstrates the need for a purposeful and sustained effort to maintain customer loyalty to both the brand and the dealership regardless of the overall ag economy.

Brand Loyalty in the Farm Equipment Business offers an essential business strategy tool to help you better understand and position your dealership’s unique selling proposition, products and overall value against your competition amid an ever-shifting ag equipment landscape. It offers a tool to help you be better informed and prepared to align your dealership and the brands you represent with the right customers, at the right time and with the right message.

Pick up your copy today and discover answers to these critical brand loyalty questions and more…

  • What factors cause farmers to switch their equipment brand?
  • How does farmers' revenue levels affect their purchasing practices? 
  • Where do farmers and dealers differ on brand loyalty? 
  • How do individual manufacturers score with farmers who prefer particular brands? 

For a deep, data-driven dive into brand loyalty in ag equipment business today, purchase your copy of Brand Loyalty in the Farm Equipment Business — 2020 now. Both farm equipment dealers and manufacturers need to study, share and discuss it with everybody in a position to impact customer loyalty — and has a stake in the acquisition and retention of your customers.

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