Market motivations for the purchase of livestock: are they utilitarian or hedonic?

Ian Coghlan; Ian Harriss

Market motivations for the purchase of livestock: are they utilitarian or hedonic?

Research output: Book chapter/Published conference paper › Conference paper › peer-review

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Abstract

Market motivations for the purchase of livestock are presumed to be consistent with business buyer behaviour models; however, they may be more aligned with consumer buyer behaviour models. In this conceptual paper and on the basis of exploratory field research into buying motivations of farming businesses, it is contended that for many farming businesses market motivations may be to satisfy hedonic needs rather than utilitarian needs. A greater understanding of the purchasing motivations of farming businesses can enrich the marketing exchange relationship and have implications for political policy makers who assume managers of farming businesses are motivated by economic imperatives

Original language	English
Title of host publication	7th International business research conference
Subtitle of host publication	Research matters
Editors	Mohammad Hoque
Place of Publication	Sydney, Australia
Publisher	World Business Institute
Pages	24-30
Number of pages	7
ISBN (Electronic)	9780980455700
Publication status	Published - 2007
Event	International Business Research Conference - Sydney, Australia, Australia Duration: 03 Dec 2007 → 06 Dec 2007

Conference

Conference	International Business Research Conference
Country/Territory	Australia
Period	03/12/07 → 06/12/07

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title = "Market motivations for the purchase of livestock: are they utilitarian or hedonic?",

abstract = "Market motivations for the purchase of livestock are presumed to be consistent with business buyer behaviour models; however, they may be more aligned with consumer buyer behaviour models. In this conceptual paper and on the basis of exploratory field research into buying motivations of farming businesses, it is contended that for many farming businesses market motivations may be to satisfy hedonic needs rather than utilitarian needs. A greater understanding of the purchasing motivations of farming businesses can enrich the marketing exchange relationship and have implications for political policy makers who assume managers of farming businesses are motivated by economic imperatives",

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AB - Market motivations for the purchase of livestock are presumed to be consistent with business buyer behaviour models; however, they may be more aligned with consumer buyer behaviour models. In this conceptual paper and on the basis of exploratory field research into buying motivations of farming businesses, it is contended that for many farming businesses market motivations may be to satisfy hedonic needs rather than utilitarian needs. A greater understanding of the purchasing motivations of farming businesses can enrich the marketing exchange relationship and have implications for political policy makers who assume managers of farming businesses are motivated by economic imperatives

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KW - Buyer Behaviour

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KW - Marketing

KW - Motivations

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Market motivations for the purchase of livestock: are they utilitarian or hedonic?

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