Suggestions for dealership development to suit needs of a new kind of John Deere customer: a study of

Abstract

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 “large property owners,” 2) To describe “large property owners’” needs and wants for the farm equipment dealership, and 3) To generate suggestions for dealership development to suit the needs of “large property owners.” 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 “large 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 “large property owners,” which were considered while creating a list of recommendations for the John Deere Company. Before “large property owners’” 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. “Large property owners’” needs in a wider range of equipment at one dealership location, more convenient locations, and other characteristics were examined.