Relationship between brand and dealer loyalty in the agricultural equipment market

Agricultural equipment companies intend to understand agriculture producers’ buying behavior by answering questions such as how loyal producers are brands and dealers, which have an important impact on their profitability. This paper addresses the problem of agricultural dealers. Using a combination cluster analysis probit models, we identified behavioral attitudinal loyalty dealers analyzed factors that explain loyalty. We also found strong interdependence between brand dealer significant value adds brands. Additionally, present some management implications developing recognition, understanding purchasing behavior, segmenting producers. paper’s contributions establishment measurement ‘empirical’ definition loyalty, identification quantification explanatory determination dual relationship