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

Ian Coghlan, Ian Harriss

    Research output: Book chapter/Published conference paperConference paper

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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 languageEnglish
    Title of host publication7th International business research conference
    Subtitle of host publicationResearch matters
    EditorsMohammad Hoque
    Place of PublicationSydney, Australia
    PublisherWorld Business Institute
    Pages24-30
    Number of pages7
    ISBN (Electronic)9780980455700
    Publication statusPublished - 2007
    EventInternational Business Research Conference - Sydney, Australia, Australia
    Duration: 03 Dec 200706 Dec 2007

    Conference

    ConferenceInternational Business Research Conference
    CountryAustralia
    Period03/12/0706/12/07

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  • Cite this

    Coghlan, I., & Harriss, I. (2007). Market motivations for the purchase of livestock: are they utilitarian or hedonic? In M. Hoque (Ed.), 7th International business research conference: Research matters (pp. 24-30). World Business Institute.