Register      Login
Animal Production Science Animal Production Science Society
Food, fibre and pharmaceuticals from animals
Shopping Cart: ( empty )
You are here: Home > Journals > AN > EA01183
RESEARCH ARTICLE
Contents Vol 45(9)

Using market research to understand the adoption of irrigation management strategies in the stone and pome fruit industry

G. Kaine A D , D. Bewsell B , A. Boland C and C. Linehan D
+ Author Affiliations
- Author Affiliations

A School of Marketing and Management, University of New England, Armidale, NSW 2351, Australia.

B Present address: AgResearch Limited, Ruakura Research Centre, East Street, Private Bag 3123, Hamilton, New Zealand.

C Department of Primary Industries, Private Bag 15, Ferntree Gully Delivery Centre, Knoxfield, Vic. 3156, Australia.

D Department of Primary Industries, Private Bag 1, Ferguson Road, Tatura, Vic. 3616, Australia.

Australian Journal of Experimental Agriculture 45(9) 1181-1187 https://doi.org/10.1071/EA01183
Submitted: 17 November 2001  Accepted: 17 September 2004   Published: 10 October 2005

Abstract

Market research was conducted to develop an extension program targeting the specific irrigation management needs of growers in the stone and pome fruit industry within the Goulburn Valley, Victoria. The process of integrating market research with extension practice proved challenging, as it required the development of an extension program that was fundamentally different from what was originally envisaged. However, it was essential to achieve this integration in order to meet the original objectives for the extension program as set by the funding body. We found, in most cases, that the motivation for stone and pome fruit growers in the Goulburn Valley to change orchard irrigation management practices was not because they needed to save water, or to increase water use efficiency. Instead, growers were changing practices in order to save time irrigating, improve the scope for managerial flexibility in the orchard, or when redeveloping their orchard to a closer planting design. These findings suggest that growers in the Goulburn Valley are more likely to respond to an extension program consistent with these motivations rather than a program promoting water use efficiency.

Additional keywords: extension, market segmentation, market research, irrigation management.


Acknowledgments

We would like to express our thanks to the fruit growers, extension and research professionals who contributed their time and expertise to this study. We would also like to thank our 2 anonymous referees for their comments and suggestions.


References


Aldenderfer M, Blashfield R (1984) ‘Cluster analysis.’ (Sage Publications: New York)

Assael H (1998) ‘Consumer behaviour and marketing action.’ (South-Western College Publishing: Cincinnati, Ohio)

Boland AM, Corrie J, Bewsell D, Jerie P (2001) Development of benchmarks and best management practices (BMPs) for perennial horticulture. Final report of the NRMS project I7044 prepared for the Murray Darling Basin Commission’s Natural Resource Management Strategy. (Department of Natural Resources and Environment: Tatura, Victoria)

Bruwer J, Li E, Reid M (2002) Segmentation of the Australian wine market using a wine-related lifestyle approach. Journal of Wine Research 13(3), 217–242.
| Crossref | GoogleScholarGoogle Scholar | (verified 12 September 2005)

Dick B (1998) Convergent interviewing: a technique for qualitative data collection. Available at http://www.scu.edu.au/schools/gcm/ar/arp/iview.html (verified 16 December 2003)

Douglass W, Poulton D, Abuzar M, Morris M (1998) ‘Results of irrigated farm census 1997.’ (Goulburn-Murray Water: Tatura, Victoria)

Grunert K, Grunert S (1995) ‘Measuring subjective meaning structures by the laddering method: Theoretical considerations and methodological problems.’ International Journal of Research in Marketing 12, 209–225.
| Crossref | GoogleScholarGoogle Scholar | open url image1

Howden P, Vanclay F, Lemerle D, Kent J (1998) Working with the grain: farming styles amongst Australian broadacre croppers. Rural Society 8(2), 109–125. open url image1

Kaine G, Bewsell D (2002) Approaches and partnerships for sustainable extension and rural development. In ‘AIAEE 2002 Proceedings of the 18th annual conference, 26–30 May, Durban, South Africa’. (Eds JR Linder, GJ Wingenbach, JE Christiansen) pp. 174–179. (Texas A&M University AIAEE Scholarly Activities Committee, College Station, Texas)

Kaine G, Niall E (1999) ‘Market segmentation for wet soil management.’ Report to the Department of Natural Resources and Environment. (School of Marketing and Management, University of New England: Armidale, NSW)

Kaine G, Lees J (1994) ‘Patterns in innovation.’ (The Rural Development Centre: Armidale, NSW)

Kaine G, Lees J, Sandall J (1994) ‘Planning and performance: an exploration of farm business strategy and control.’ (The Rural Development Centre: Armidale, NSW)

Linehan C, Kaine G (2003) The key to reducing the gap between research and application, Paper presented to the National Landcare Conference, Darwin, Australia, April.

Mayeske GW (1994) ‘Life cycle program management and evaluation: an heuristic approach.’ (United States Department of Agriculture Extension Service: Washington, DC, USA)

Olsson R (1988) Management for success in modern agriculture. European Review of Agriculture Economics 15, 239–259. open url image1

Thomson D (2002) Understanding diversity in farming behaviour using ‘farming styles.’ Wool Technology and Sheep Breeding 50, 280–286. open url image1

van der Ploeg J (1996) Entrepreneurial strategies, decision making and styles of farming. Farmers in mall-scale and large-scale farming in a new perspective: objectives, decisions making and information requirements. In ‘Proceedings of the 43th EAAE seminar’. (Ed. G Beers) pp. 58–61. (LEI-DLO, The Hague)

Winter C, Lockwood M, Morrison M (2003) ‘Value based segmentation of community stakeholders: applications for natural area management.’ Natural Resource Management 6(2), 33–40. open url image1

Wishart D (1987) ‘Clustan user manual.’ 4th edn. (University of St Andrews: Edinburgh, UK)