AgriEXPERTS is the specialist in the agricultural sector for independent market research. With their surveys they reach 80 percent of all farmers in Germany according to own data. They conducted this survey on behalf of the magazine agrarheute.
Brand image in the agricultural machinery sector
Participating farmers were surveyed online about brand awareness, attitudes towards the brand and their customer status. The brand evaluation is calculated on the basis of the evaluations submitted. With a rating of 10.3 points in the brand evaluation and a level of awareness of 91 percent, Fendt remains in the top group as an international brand. Compared to the previous year (9.27 points), the brand evaluation has improved by a good one point.
Ranking according to brand evaluation
In addition to the online survey, the Net Promoter Score, a method used in corporate research, is also used. Here the intention of the farmers to recommend a brand is determined. For farmers to recommend a manufacturer, certain parameters such as usability, quality, workmanship, technology and reliability must be met. Only then is a brand positively recommended. Fendt ranks third in the entire agricultural machinery sector and is the only full-line supplier among the first places.
“Being recommended as a manufacturer is a huge honor, because it shows the confidence farmers have in our machines”, says Roland Schmidt, Vice President Fendt Marketing. “Quality is one of our core values at Fendt. For 90 years now. And we want to continue this with our new FendtONE series.”