Acta Univ. Agric. Silvic. Mendelianae Brun. 2011, 59(2), 275-278 | DOI: 10.11118/actaun201159020275

The loyalty on the market of agricultural machines

Zuzana Schwarzová, ©árka Stojarová
Ústav marketingu a obchodu, Mendelova univerzita v Brně, Zemědělská 1, 613 00 Brno, Česká republika

The article is dealing with the market of agricultural machinery with the focus on the loyalty of agricultural subjects. In this market the brand is very important factor that can influence fundamentally the purchaser during buying a machine. Totally there are three types, the subjects that are totally not influenced by the brand mark, the subjects taking in their consideration the brand mark but just as one factor and the rest that is loyalty and buys just one brand. The main objective of this paper is to analyze the customers in this market and their loyalty to each brand. To reach the main goal there were analyzed data of agricultural subject's facilities, perception of brand marks and their relation. The data were used from own primary marketing research and analyzed by the help of statistics methods for marketing research as a Chi-square test, Pearson product-moment correlation coefficient, Spearman's rank correlation coefficient and testing the hypotheses. The other part of this paper was focused on the satisfaction of respondents with each brand that they own. According to the article objective there were set hypotheses for following testing that were main mean to solve the goal. The result of this paper is found loyalty for just one brand in the agricultural machinery market. For John Deere brand there was proven the loyalty - subjects perceiving the mark as the best in the market and also buying it. The results can help for our future analyses to understand factors influencing the market and analyses of each brand and how their strategy in the market is conformed to the subject perception and behavior.

Keywords: agricultural machines, behavior, loyalty, brand mark

Received: December 17, 2010; Published: July 7, 2014  Show citation

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Schwarzová, Z., & Stojarová, ©. (2011). The loyalty on the market of agricultural machines. Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, 59(2), 275-278. doi: 10.11118/actaun201159020275
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