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					                           AGCO Advantage Questionnaire Analysis




                              Descriptive Analysis of
                             AGCO Advantage Reader
                                  Questionnaire


Jameson Hayes
University of Georgia
Phone: 706-410-6386
E-mail: jlhayes4@uga.edu
                                Contents

               Management Highlights
              I.     Business and Professional Interests……………….......4
              II.    Farm & Cropland Size……………………………....…6
              III.   Hay & Livestock Involvement……………………....…7
   AGCO
              IV.    Technology Use…………………………………………8
 Advantage
              V.     Family & Recreational Interests……………………....9
Questionnaire VI.    Readership……………………………………………..11
  Analysis
               Detailed Findings…………………………..…………14
               Conclusions and Recommendations……...…25
                Management
                 Highlights
   AGCO
 Advantage
Questionnaire
  Analysis
                      Business and
                  Professional Interest
                • The agricultural affiliation of readers
                  lean greatly toward farm owner-
                  operators- 85%.
   AGCO
 Advantage
                • Owner-operators often have
Questionnaire     supplemental employment- 22%.
  Analysis
                • Best farming practices is the subject of
                  most interest content wise.
                Agriculture Affiliation
                                              Agricultural
                                               Affiliation
                                             own and operate
                                             farm
                                             own but rents out
                                             work on farm.
                                             ranch
                                             Porfessional farm
                                             manager
                  Supplemental               farming-rekated
                                             occupation
   AGCO                                       have supplemental
                       Job                   job

 Advantage                                   Not active


Questionnaire                     Owner-
  Analysis                       Operators
                 Farm & Cropland Size

                • The median farm size for the sample
                  was 500 acres.
   AGCO
                • The median amount of cropland
 Advantage
                  reported was 400 acres.
Questionnaire   • About 80% of farmland is allocated
  Analysis
                  for farming practices.
                      Hay & Livestock
                       Involvement
                • About 60% reported involvement in
                  the hay market.
   AGCO
                • 41% reported ownership of beef cattle
 Advantage      • 37.5% work with hay and own beef
Questionnaire     cattle
  Analysis
                • About 16% own diary livestock
                • About 10% own hogs
                      Technology Use

                • About 35% report implementing a
                  computer for business purposes.
                • 25% use Internet for business or
   AGCO           agriculture purposes.
 Advantage
Questionnaire
                • 21% have an e-mail account
  Analysis      • Around 13% implement precision
                  agriculture systems
                • 15% use communications systems
                Family & Recreational
                      Interests
                • Respondents exhibit interest in a variety of
                  subject matters and activities:
                   –   Hunting: 35%
                   –   Personal Gardening: 29%
   AGCO
                   –   Fishing: 27%
 Advantage
                   –   Finance/Investments: 25%
Questionnaire
                   –   Cooking/Recipes: 21%
  Analysis
                • Agricultural tourism, auto-related activities,
                  and woodworking/carpentry also garnered a
                  good amount of interest- 14-18%.
                Family & Recreational
                      Interests
                • Agriculture-related events such as tractor
                  shows, tractor pulls, animal shows,
                  livestock sales, rodeos and antique shows
   AGCO           were reported qualitatively at an extremely
 Advantage        high rate.
Questionnaire   • Tractors and toy tractors were reported
  Analysis        overwhelmingly high as a collected item.
                • Camping was listed most commonly in the
                  “Other Activity” slot.
                Readership


                             Responses
                               25-50 readers

   AGCO                        50+ readers

 Advantage
Questionnaire
  Analysis
                          Readership

                • Readership is heavily concentrated in
                  the Upper Midwest and Northeast
                  regions of the country.
   AGCO
 Advantage
                • Opportunity exists in other regions
Questionnaire     where agri-business is present
  Analysis        especially the Southeast.
                          Readership

                • The mean number of readers reported
                  to read subscribers’ issues is 2.16.
   AGCO
                • 75% of readers spend between 15
 Advantage
                  minutes to 1 hour reading each issue.
Questionnaire   • 44% spend 30 minutes to 1 hour
  Analysis
                  reading each issue
                Detailed Findings
   AGCO
 Advantage
Questionnaire
  Analysis
                Agriculture Affiliation

                About 85 percent of respondents
                reported their agricultural affiliation to
                be that of an owner-operator. Of those
   AGCO
                22 percent report having another job to
 Advantage
Questionnaire
                supplement their farm-related income.
  Analysis      A large portion of the readership are
                those who make purchasing decisions
                for farm businesses.
                Agriculture Affiliation
                                              Agricultural
                                               Affiliation
                                             own and operate
                                             farm
                                             own but rents out
                                             work on farm.
                                             ranch
                                             Porfessional farm
                                             manager
                  Supplemental               farming-rekated
                                             occupation
   AGCO                                       have supplemental
                       Job                   job

 Advantage                                   Not active


Questionnaire                     Owner-
  Analysis                       Operators
                 Subjects of Interest

                Subjects of interest leaned heavily
                towards the best farming practices
                category. About 62 percent of
   AGCO
                participants express interest in content
 Advantage
Questionnaire
                addressing best practices. Farming
  Analysis      trends was noted second most with 18
                percent and organic farming practices
                was selected by 12 percent.
                Subjects of Interest



   AGCO
 Advantage
Questionnaire
  Analysis
                Total Farm Size



                    Median= 500 acres
   AGCO
 Advantage
Questionnaire
  Analysis
                Total Cropland


                    Median= 400 acres
   AGCO
 Advantage
Questionnaire
  Analysis
                                Hay & Livestock
                                 Involvement
                                                                hay + beefcattle (FILTER)

                                                                                                                      Cumulative
                                                 Frequency                    Percent      Valid Percent               Percent
                       Valid      Hay and Cattle      272                         37.5             37.5                     37.5
                                  Hay or Cattle       186                         25.7             25.7                     63.2
                                  Neither             267                         36.8             36.8                    100.0
                                  Total               725                       100.0             100.0
   AGCO
 Advantage                              Beef Cattle                                                             Hay
                                                                 Cumulative                                                           Cumulative
Questionnaire               Frequency   Percent Valid Percent     Percent                        Frequency    Percent Valid Percent    Percent
                Valid yes        298        41.1        41.1           41.1        Valid   yes        432         59.6        59.6          59.6
  Analysis            no         427        58.9        58.9          100.0                no         293         40.4        40.4         100.0
                      Total      725      100.0        100.0                               Total      725       100.0        100.0


                                            Hogs                                                              Dairy

                                                                 Cumulative                                                           Cumulative
                             Frequency Percent Valid Percent      Percent                    Frequency       Percent Valid Percent     Percent
                 Valid yes          76     10.5        10.5            10.5      Valid yes        115            15.9        15.9           15.9
                       no         649      89.5        89.5           100.0            no         610            84.1        84.1          100.0
                       Total      725    100.0        100.0                            Total      725          100.0        100.0
                                   Technology Use

                                  Precision Agriculture Systems

                                                                       Cumulative
                                Frequency   Percent    Valid Percent    Percent
                                                                                                  Use Internet for Business/Agriculture Purposes
                Valid   yes            91       12.6           12.6          12.6
                        no           634        87.4           87.4         100.0                                                                  Cumulative
                        Total        725      100.0           100.0                                       Frequency     Percent Valid Percent       Percent

   AGCO
                                                                                      Valid     yes            182          25.1       100.0            100.0
                                                                                      Missing   System         543          74.9
                                     Communication Systems                            Total                    725        100.0
 Advantage                                                             Cumulative
                                Frequency   Percent    Valid Percent    Percent

Questionnaire   Valid   yes
                        no
                                     112
                                     613
                                                15.4
                                                84.6
                                                               15.4
                                                               84.6
                                                                             15.4
                                                                            100.0
                                                                                                                     Email Account
                        Total        725      100.0           100.0
  Analysis                                                                                                                                         Cumulative
                                                                                                         Frequency     Percent Valid Percent        Percent
                            I use my computer for business/agriculture                 Valid    yes           152          21.0        21.0              21.0
                                                                                                no            573          79.0        79.0             100.0
                                                                         Cumulative
                                Frequency   Percent    Valid Percent      Percent               Total         725        100.0        100.0
                Valid   yes          254        35.0           35.0            35.0
                        n            471        65.0           65.0           100.0
                        Total        725      100.0           100.0
                                        Readership
                            200




                            150
                Frequency




   AGCO
                            100
 Advantage
Questionnaire
  Analysis                   50



                                                                          Mean = 2.16
                                                                          Std. Dev. = 1.535
                              0                                           N = 522
                                  0    2     4    6     8     10   12
                                  Number of Reader of Subcriber's Issue
                                          Readership
                                                  Histogram



                            300



   AGCO
                Frequency




 Advantage                  200


Questionnaire
  Analysis                  100




                                                                       Mean = 2.76
                              0                                        Std. Dev. = 0.823
                                  0   1       2      3         4   5   N = 694

                                          Time Spent Reading
                  Conclusions &
                Recommendations
   AGCO
 Advantage
Questionnaire
  Analysis
                • Response indicates that the majority of AGCO
                  Advantages readership are farm owner-operators.
                  This fact adds validity to the questionnaire results as
                  the information gather is derived largely from those
                  who make purchasing decisions. The information can
                  be considered when considering marketing strategy.
                • Noteworthy is the concept that many farmers hold
                  other occupations to supplement their farming
                  operation as it provides insight into the life of the
                  farmer. This can be considered in crafting brand
   AGCO           messages to the consumer.
 Advantage      • Numbers show that 35% of the sample use a
Questionnaire     computer for business purposes and 25% use the Web
                  for business or agricultural purposes. Capitalizing on
  Analysis
                  these numbers by driving customers to the AGCO site
                  can generate great brand knowledge and loyalty by
                  educating existing customers on their products.
                  Additionally, this could facilitate word-of-mouth
                  advertising and grow brand awareness.
                 • Customer service can be improved as well by creating
                   an interactive environment that will allow for
                   expedient access to information and representatives.
              • The customer-base has a wide variety of interests. These interests
                offer a array of opportunities for AGCO to connect with the
                customer and increase brand visibility. For example, tractor and
                animal shows are great opportunities to not only attach the
                AGCO name to events the market hold in high esteem, but also a
                stage to educate the market about products.
   AGCO       • Readership numbers reveal a great opportunity growth in brand
 Advantage      awareness. Readership is extremely high in the Northeast as well
Questionnaire
                as the Upper Midwest but are extremely low in other agricultural
                areas such as the Southeast. By finding a way to raise
  Analysis      distribution in these areas, brand awareness and product
                knowledge can be greatly lifted. Such can pave the way for
                future in-roads into those markets and make obtaining market
                share somewhat easier.

				
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posted:9/15/2012
language:English
pages:27