Measuring brand loyalty of pharmaceutical livestock products among commercial farmers
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In this study brand loyalty of pharmaceutical livestock products among commercial farmers was measured. The purpose of the study was to assist agribusinesses to identify the dominant determinant when commercial farmers purchase pharmaceutical livestock products from them. The study analysed two marketing mix elements price and product (specifically brand name) in farmer buying behaviour. A structured questionnaire was used to employ an empirical study in a quantitative style to determine the commercial farmers' perceptions and buying behaviour when they buy pharmaceutical livestock products. For agribusinesses the study makes it clear where to focus resources and energy in today's dynamic, uncertain and competitive environment that agribusinesses operate in, specifically in the North West Province of South Africa. The literature study addressed the brand loyalty constructs and their application in the agricultural market. Resultantly the contribution to the body of knowledge pertains to brand loyalty's influence in the marketing strategy (price and brand name). The study also explored opportunities for the successful distribution of pharmaceutical livestock products through agribusinesses. Management of agribusinesses will have to adopt a market-oriented strategy that will assist agribusinesses on various dimensions of performance and will have a significant positive effect on return on assets, sales growth and sustainability. The inputs and assistance of the suppliers and marketers are of utmost importance and will add value to the execution of agribusinesses' marketing strategy.