Farmers' Tractor Purchase Decisions: A Study of Interpersonal Communication in Industrial Buying Behaviour Available to Purchase

Demonstrates that farmers, in their tractor‐buying decisions, have similar behaviour to professional buyers in manufacturing industries. Uses evidence collated from a survey concerned with identifying farmers' perceptions of the social and economic factors affecting their decisions. Draws attention to the patterns of interpersonal communication accompanying farmers' purchases and the complexity of opinion leader influences.