North American farmer preferences about new farm machinery, services and equipment dealers differ depending on whether the producer is raising livestock or growing crops. That’s according to a survey of 800 farmers published this week.
Sponsored by Case IH, the 2014 survey evaluates derived importance – a statistical measurement that accounts for producers’ likelihood to purchase or repurchase a brand of equipment, as well as their rating of a brand based on specified attributes.
Among the study’s findings, gleaned in interviews with a representative sample of Case IH target producers:
- Livestock producers run their equipment daily, while crop producers run them for longer periods seasonally.
- Ease of maintenance is among top priorities for livestock producers because of that frequent use, more so than for crop producers
- Livestock producers keep equipment between five and 10 years, while crop producers who buy new equipment trade it more frequently.
- Pricing and discounts are of medium importance to livestock producers and at the bottom of many crop producers’ list of priorities.
- Both types of producers say working with an innovative manufacturer is their No. 3 purchase consideration. Additionally, both rank dealer responsiveness at No. 5.
The full table of rankings appears below. For more information, visit www.caseih.com.
|Factor in Selecting Equipment
|Offers reliable equipment
|Manufacturer offers financial solutions that meet my needs
|Offers comfortable equipment
|Manufacturer is innovative/progressive
|Equipment has high resale value
|Equipment has low total cost of ownership
|Manufacturer offers aggressive pricing/discounting
|Equipment is lower maintenance
|Equipment is easier to work on/maintain
|Dealer is highly responsive
|Dealership is within a reasonable distance of my farm
|Dealer has existing background/knowledge of my operation
|Dealer maintains good parts inventory
|Dealer offers in-field/on-farm service
|Dealer offers competitive service costs