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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.


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