The Kleffmann market research institute surveyed 701 farmers, primarily from the areas of arable farming and cattle and pig farming, about the image of different companies in the agricultural business on behalf of the DLG in August and September 2015. A maximum of 100 points are distributed equally over the four index areas: brand awareness, brand loyalty, market satisfaction and brand image. The survey included the topics of agricultural engineering, animal husbandry technology, animal feed, agricultural chemicals, pesticides and seeds, banks and insurance as well as trade and service providers. The results of the DLG Image Barometer always provide the first signals of the mood in the industry for the next year.
The DLG surveyed a large group of leading German farmers to find out how they rate the brand strength of different companies in the agricultural industry. In the area of agricultural engineering, the Fendt brand received 60 points, the most among the competitors, and thus fortifies its outstanding image among farmers. Following Fendt, with a six index point margin, the next brands Claas and John Deere (each about 54 points), were head to head in second and third position.
Barometer data base
Results in detail
There were some differences in ranking when looking at regional preferences, the age of the farm manager or the size of the farm, but they do not contest the Fendt brand’s top position. Fendt is the absolute leader for agricultural engineering in terms of the farm size and is the strongest brand for small, mid-sized and large farms. In the age-dependent ranking, Fendt was also able to expand its leading position and is the most popular brand for young farm managers up to 30 years as well as those up to 50 years old. Here the tractor manufacturer from Marktoberdorf lays the foundation for long-term brand loyalty. Regionally, Fendt received the most points from the South, but still takes first place ahead of its competitors in Northern and Western Germany.
Author: Angelika Hirschberg | Source: eilbote, 51-53, 2015 “DLG-Image-Barometer 2015 - Marken im Praktiker-Spiegel” /DLG