Survey: Ag Machinery Preferences Vary By Farm Type

February 5, 2014 07:00 AM
Survey: Ag Machinery Preferences Vary By Farm Type

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

Factor in Selecting Equipment Livestock Producers Crop Producers
Offers reliable equipment 82% 100%
Manufacturer offers financial solutions that meet my needs 57% 20%
Offers comfortable equipment 72% 65%
Manufacturer is innovative/progressive 85% 78%
Equipment has high resale value 60% 91%
Equipment has low total cost of ownership 71% 40%
Manufacturer offers aggressive pricing/discounting 71% 0%
Equipment is lower maintenance 100% 71%
Equipment is easier to work on/maintain 89% 58%
Dealer is highly responsive 75% 71%
Dealership is within a reasonable distance of my farm 0% 6%
Dealer has existing background/knowledge of my operation 44% 64%
Dealer maintains good parts inventory 51% 40%
Dealer offers in-field/on-farm service 53% 44%
Dealer offers competitive service costs 55% 21%


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