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

Ian Coghlan, Ian Harriss

Research output: Book chapter/Published conference paperConference paperpeer-review

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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
Number of pages7
ISBN (Electronic)9780980455700
Publication statusPublished - 2007
EventInternational Business Research Conference - Sydney, Australia, Australia
Duration: 03 Dec 200706 Dec 2007


ConferenceInternational Business Research Conference


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