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.
|Title of host publication||2017 Australian and New Zealand Marketing Academy Conference (ANZMAC)|
|Subtitle of host publication||marketing for impact|
|Editors||Linda Robinson, Linda Brennan, Mike Reid|
|Place of Publication||Melbourne, VIC, Australia|
|Publisher||RMIT University Press|
|Number of pages||5|
|Publication status||Published - Dec 2017|
|Event||2017 Australian and New Zealand Marketing Academy Conference: marketing for impact - Melbourne, VIC, Australia|
Duration: 4 Dec 2017 → 6 Dec 2017
|Name||Proceedings of the Australian and New Zealand Marketing Academy Conference|
|Conference||2017 Australian and New Zealand Marketing Academy Conference|
|Period||4/12/17 → 6/12/17|
Hay, R., Eagle, L., & Low, D. (2017). Farmer segmentation: transfer of knowledge in extension. In L. Robinson, L. Brennan, & M. Reid (Eds.), 2017 Australian and New Zealand Marketing Academy Conference (ANZMAC): marketing for impact (pp. 799-803). (Proceedings of the Australian and New Zealand Marketing Academy Conference). Melbourne, VIC, Australia: RMIT University Press.