The purpose of this study was to identify a new group of customers of
agricultural machinery manufacturers and these customers needs and suggestions. The
study also sought to offer suggestions to the John Deere Company for dealership
education and development programs for John Deere dealerships. The following
objectives were used to guide the study:
1) To describe demographics of Âlarge property owners,Â
2) To describe Âlarge property ownersÂÂ needs and wants for the farm equipment
dealership, and
3) To generate suggestions for dealership development to suit the needs of Âlarge
property owners.Â
The need for the study was identified by the John Deere Company to learn more
about a new growing market and to prepare the dealerships for adoption of the change.
The sampling frame consisted of Âlarge property owners whose names were randomly
selected from county tax rolls of six selected counties in the Dallas/Fort Worth metroplex area. A mailed instrument was sent to a sample of 1,000 potential participants.
Respondents totaled 205, with 174 instruments usable as they were complete or nearly
complete.
The study revealed important facts about Âlarge property owners, which were
considered while creating a list of recommendations for the John Deere Company.
Before Âlarge property ownersÂÂ needs could be examined, the John Deere
dealerships had to be considered. Two kinds of dealerships can present agricultural
equipment of different powers at two different locations: agricultural equipment
dealerships and Commercial and Consumer Equipment (C&CE) dealerships.
Presenting equipment in two different locations may not suit small farmers needs
or their desire for convenience. ÂLarge property ownersÂÂ needs in a wider range of
equipment at one dealership location, more convenient locations, and other characteristics
were examined.
| Identifer | oai:union.ndltd.org:tamu.edu/oai:repository.tamu.edu:1969.1/3973 |
| Date | 16 August 2006 |
| Creators | Pospeshnova, Maria Alexandrovna |
| Contributors | Briers, Gary E. |
| Publisher | Texas A&M University |
| Source Sets | Texas A and M University |
| Language | en_US |
| Detected Language | English |
| Type | Book, Thesis, Electronic Thesis, text |
| Format | 619174 bytes, electronic, application/pdf, born digital |
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