The role of openly communicated motives during the rationalization process of irrigation system buying behaviour

Abstract

The article deals with the identification of the openly stated motives which farmers give to rationalize their buying behaviour in the mechanized irrigation industry. These motives are, in declining order of importance, "Dealership orientation", "Terrain suitability", "Maintenance", "Management", "Mechanical performance", "Design", "Delivery schedule", "Finance", "Infrastructure", "Technical specifications" and "Professional influences". Openly communicated motives are important to agricultural economists, financial and other advisory institutions since they can render better quality services to farmers if they know what are the reasons overtly given to rationalize other unspoken motives. The farmers can benefit from the results since they would be able to examine their own line of thought, and thus identify the motives of real importance applicable to their situation. Marketers of irrigation systems can also benefit since their selling approach would be more motive-directed.