Unique tractor dealer research released - Part four

 

Insight is at the heart of everything we do at TAP. We have made it our business to understand the world of agriculture and to stand out as an agency with compelling content at its heart. Our latest fact finding mission has seen us commission some research amongst UK machinery dealers (agriculture and ground care) regarding their opinions and perceptions about the market and brands.

Part Four - What’s important to dealers of different ages?

The tractor market has seen ups and downs over the last few years with new players entering and it is fair to say disrupting the market.

Dealers are that crucial connection with the customer and we will be sharing this unique research with you over the coming month or so and findings will be posted below. The data was collected via a survey through Service Dealer Magazine earlier this year which sampled feedback from 48 dealership organisations across the UK.

A summary document of the findings will be available from TAP.
Register Below to recieve the FREE summary document in July.

 

Ag dealers aged 30-40 & 50+ rate Fendt as their top tractor brand.

Unique tractor dealer research released - Part four

When choosing different brands to stock, dealers of all ages are faced by a number of determining factors. This week’s research focuses on the age split of our Ag dealer survey, and the age related tractor brand perceptions for quality, innovation, after-sales support, and value for money. 

The survey was open to all & was not aimed at any age group specifically, so the number of respondents from different age groups may not reflect the overall industry age split. However, it was interesting to learn that 50% of all respondents were over the age of 50, whilst only 6% were in the lowest age bracket of 20-30 years old. 

In terms of brand perception, Fendt was rated highly by dealers above the age of 30, compared with Kubota, which was rated highest in all categories for Ag dealers between the ages of 20-30.

In our previous instalments to this research, we also looked at certain aspects of the dealer-manufacturer relationship, and what Ag dealers rate as the highest. Interestingly, when looking at the responses across different ages we found that for younger dealers (between ages of 20-40) a manufacturer's approach wasn’t rated highly. Instead these age groups were more heavily driven by price and the overall range of products a manufacturer has to offer.

This could suggest that more senior Ag dealers see greater value in the overall relationship with a manufacturer (which could stem from a long standing brand loyalty), as opposed to focusing on the economic benefits. The lowest rated score for after-sales support between 20-30 year olds was only 1 out 5, compared with the lowest average in all other age groups of 2.2. 

When asking younger dealers what they view as their greatest driver for bringing customers through their doors, their local name and reputation was rated highest. Interestingly, 30-40 year olds value the type of tractor brand they stock as more important than their name & reputation. This could be attributed to 30-40 year olds own personal stocking considerations, where brand perception was rated highly.

Additionally, it was interesting to learn that Dealers over the age of 50, didn’t view traditional advertising (local & press) as a significant driver in bringing customers through their doors, suggesting that there is a shift in how dealers are approaching their customers - if we had undertaken this research 10 years ago, the importance of digital marketing channels might not be as prominent.

We have now reached the final installment in our Ag dealer research so don't forget to Register Below to recieve the full summary report soon, or if you've missed anything then please take a look at our other 3 tractor blog posts from the past month.

Your details are solely for TAP’s use to deliver the report summary and confirmation follow up. They will not be shared with any external organisations. Please ensure that your details are accurate (i.e.correct organisation showing). TAP will only release the report to correct submissions.

If you would like to know more about TAP, just let us know via and we will be in touch.

 

 

Form by ChronoForms - ChronoEngine.com Shaun Cooper - 25/07/19

"Partnering with TAP has helped our team tackle the challenges of the European marketplace and its diversity of geographies and languages. TAP’s expertise, connections and work has strengthened our brand, content and social media efforts. We appreciate its responsive collaborative approach, and its ability to work efficiently within short timelines, limited budgets and across time zones and languages. Plus it connected quickly with our team and are a pleasure to work with."

Colleen Shaw - Global Communications Leader, Nuseed

"The Ad Plain team partner with our business in a seamless way delivering the best return from our media budget, ensuring we take full opportunity of new concepts and driving our social media activities in a progressive and most professional way, the relationship and trust we have in The Ad Plain is highly valued."

Geoff Hall - Commercial Lead NW Europe, Monsanto

"Mexico Tourism Board continues to use TAP for all its creative requirements for UK, Ireland and Scandinavia. We have been delighted with the strong creative concepts which work effectively over a broad spectrum of media. In addition, as well as communicating a strong image of Mexico, the creative works to accurately portray the rich diversity of Mexico's many regions. The whole team are always ready to help and will find a solution for any problem and hit even the tightest deadlines."

Lupita Ayala - Deputy Director, Mexico Tourism Board

"I worked with TAP for 3 years and they very much acted as our PR department. Their strategy, dealing with the press and high creative standards were a significant factor in our substantial growth."

Geoff Hutley - Former Managing Director, The Zero Group

"TAP have helped Monsanto through all stages of establishing and building a social media presence for DEKALB, which yielded impressive results in a recent high-profile website launch."

Lucy Kane - Production & Marketing Coordinator, Monsanto

"The Ad Plain's professional, creative and patient approach enabled us to produce a vibrant and accessible report for the conference which will stand the test of time and which is already creating demand for further copies. Thank you to The Ad Plain team for working so effectively with us."

Julian Gairdner - Co-chairman Oxford Farming Conference

×