Graduate Research Papers


Open Access Graduate Research Paper


The agricultural market is an extremely large and extremely important segment of our economy. Agriculture, and the support services provided to agriculture, account for a $1.2 trillion market. This figure is roughly equal to ALL the assets of the Fortune 500 companies combined (Wefald, 1982). Because of the size of this market, it is important, as marketers, to understand the farmer, his media habits and his buying habits. It is important to know what factors carry the most weight when the farmer's decision making process gets underway. It is essential to know how to reach the farmer in each of the stages in his decision making process so that marketers can present product information and help influence the buying decision.

Year of Submission


Degree Name

Master of Arts


Department of Communications Media

First Advisor

Roger A. Kueter


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Date Original

January 1984

Object Description

1 PDF file (39 leaves)



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