Farmer segmentation: transfer of knowledge in extension

Rachel Hay, Lynne Eagle, David Low

Research output: Chapter in Book/Report/Conference proceedingConference Paper published in Proceedings

Abstract

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.
Original languageEnglish
Title of host publication2017 Australian and New Zealand Marketing Academy Conference (ANZMAC)
Subtitle of host publicationmarketing for impact
EditorsLinda Robinson, Linda Brennan, Mike Reid
Place of PublicationMelbourne, VIC, Australia
PublisherRMIT University Press
Pages799-803
Number of pages5
Publication statusPublished - Dec 2017
Externally publishedYes
Event2017 Australian and New Zealand Marketing Academy Conference: marketing for impact - Melbourne, VIC, Australia
Duration: 4 Dec 20176 Dec 2017

Publication series

NameProceedings of the Australian and New Zealand Marketing Academy Conference
PublisherRMIT

Conference

Conference2017 Australian and New Zealand Marketing Academy Conference
CountryAustralia
CityMelbourne, VIC
Period4/12/176/12/17

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