2020-11-04Press release

agrarheute survey: Fendt is among the favourites

The specialist for market research agriEXPERTS of the dlv publishing house carries out an annual online suvey with german speaking farmers. The survey is in the context of market research. In September 2020 round about 600 farmers were interviewed about 69 established companies in the agricultural sector and a ranking of manufacturers was determined. Fendt is among the favourites in terms of brand image and brand evaluation.

2020-11-04Press release

agrarheute survey: Fendt is among the favourites

The specialist for market research agriEXPERTS of the dlv publishing house carries out an annual online suvey with german speaking farmers. The survey is in the context of market research. In September 2020 round about 600 farmers were interviewed about 69 established companies in the agricultural sector and a ranking of manufacturers was determined. Fendt is among the favourites in terms of brand image and brand evaluation.

The data and graphics were collected by agriEXPERTS (Source: agriEXPERTS)

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.

The data and graphics were collected by agriEXPERTS (Source: agriEXPERTS)

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.

Roland Schmidt, Vice President Fendt Marketing

“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.”

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.