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.
|Proceedings of the Australian and New Zealand Marketing Academy Conference
|2017 Australian and New Zealand Marketing Academy Conference
|4/12/17 → 6/12/17