THE IMPORTANCE OF A PRODUCT BRAND FOR AGRICULTURAL PRODUCERS WHEN PURCHASING MINERAL FERTILIZERS

Abstract

The market of mineral fertilizers is one of the most important markets of agricultural production means of industrial origin. The specific character and importance of mineral fertilizers in agriculture makes it worth to pay special attention to the issues related to their purchase by agricultural producers. This paper presents results of empirical research concerning the importance and impact of a fertilizer brand on purchase decisions made by farmers. The results of the research concerning the extent of recognition of compound fertilizer brands among farmers were also shown. The results of the research demonstrated that a fertilizer brand, as a factor shaping farmers’ behaviours in the examined market, depends on the age of agricultural producers and the area of agricultural holdings. As it appears from the correspondence analysis performed, a very large influence of a fertilizer brand on purchase decisions was characteristic of the agricultural producers running agricultural holdings with an area of 30–49.99 ha and 100 ha or more.