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008			20246s2024||||mx |||p|op||||00||0|eng|d
022			_a0308-521X
022			_a1873-2267 (Online)
024	8		_ahttps://doi.org/10.1016/j.agsy.2024.104002
040			_aMX-TxCIM
041			_aeng
100	1		_8001711470 _aRutsaert, P. _gSustainable Agrifood Systems _911441
245	1	0	_aFarmer decision making for hybrid maize seed purchases : _bEffects of brand loyalty, price discounts and product information
260			_aUnited Kingdom : _bElsevier Ltd, _c2024.
500			_aPeer review
500			_aOpen Access
520			_aCONTEXT: Each year public and private sector maize breeding programs in Kenya deliver high-yielding hybrids that are resistant to drought, pests, and diseases. Yet, most Kenyan maize farmers purchase older, well-known hybrids. While the ‘varietal turnover’ problem is well known, few solutions have emerged. OBJECTIVE: The potential for seed companies and retailers to influence farmers' product selection towards new products remains an open question. In-store marketing that induces farmers to experiment with new products may be a scalable and cost-effective way to advance seed systems development. METHODS: Our controlled field experiment with 600 farmers in Kenya comprised a mock agrodealer store stocked with locally available hybrids, where half the farmers who participated faced an out-of-stock situation for their preferred product. The influence of price promotions and product performance information on farmers' seed choice were assessed. RESULTS AND CONCLUSIONS: When a participant's preferred product was available, performance information and discounts had no effect on decisions. However, when the preferred product was unavailable, the treatments had limited effects on product selection. Prior experience and brand loyalty stood out as the strongest predictors of seed product selection. SIGNIFICANCE: Our work explored the potential for two interventions—information and price discounts—to influence farmers' product selection. While these interventions showed limited influence on selection, the study design provides a clear starting point for future related experiments. More public and private investments are required to generate timely, comparable, and reliable information on seed performance. The strong effect of brand loyalty favors larger-sized seed companies with sizable marketing budgets.
546			_aText in English
597			_bMarket Intelligence _dBill & Melinda Gates Foundation _dCGIAR Trust Fund _dDepartment for International Development _dUnited States Agency for International Development _aClimate adaptation & mitigation _aGender equality, youth & social inclusion _aPoverty reduction, livelihoods & jobs _cGenetic Innovation _uhttps://hdl.handle.net/10568/145051
650		7	_aFood security _2AGROVOC _91118
650		7	_aSeed systems _2AGROVOC _919811
650		7	_aMaize _2AGROVOC _91173
650		7	_aData Collection _2AGROVOC _99145
651		7	_aKenya _2AGROVOC _93783
700	1		_8001710879 _aDonovan, J.A. _gSustainable Agrifood Systems _96218
700	1		_aMurphy, M. _934177
700	1		_aHoffmann, V. _934178
773	0		_tAgricultural Systems _gv. 218, art. 104002 _dUnited Kingdom : Elsevier Ltd, 2024. _x0308-521X _wG444466
856	4		_yOpen Access through DSpace _uhttps://hdl.handle.net/10883/34562
942			_cJA _n0 _2ddc
999			_c67558 _d67550