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Who is the customer of public agricultural extension/education services?

机译：谁是公共农业推广/教育服务的客户？

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摘要

Agricultural extension education services (AEES) have three major characteristics that complicate their marketing: first, these are 'rural services' that are heavily influenced by the 'rurality' of their field of action; second, their aim is to promote intangible behavioural changes which inevitably are considered by the potential customers as risky; third, their orientation is usually non-profit. However, there is a surprising lack of studies regarding the marketing of AEES. The aim of this research is to segment rural population based on the usage rate of public AEES and to depict the relative influence of the importance assigned on both services relationship attributes and motivational drivers to this classification. After a random sampling procedure, 202 peasants from the region of Thessaly, Greece participated in the study. Our findings revealed three segments: the 'Conveniencers', who are the heavy users of public AEES; the 'Analysts', who, although are regular users of AEES, are light users of public services and assign higher importance to the service delivery attributes; and the grey segment of 'Objective Hunters', who are occasional seekers of AEES and are primarily motivated by their expectation to gain benefits related to their farm enterprise. Our findings also demonstrate that public rural services have failed to build sustainable relationships with the rural population.Digital Object Identifier http://dx.doi.org/10.1177/0973005212459829
机译：农业推广教育服务（AEES）具有使其营销复杂化的三个主要特征：首先，这些是“农村服务”，受其工作领域的“农村”影响很大;第二，他们的目标是促进无形的行为改变，这些改变不可避免地被潜在客户认为是有风险的;第三，他们的定位通常是非营利的。但是，关于AEES营销的研究令人惊讶地缺乏。这项研究的目的是根据公共AEES的使用率对农村人口进行细分，并描述重要性分配对服务关系属性和动机驱动因素的相对影响。经过随机抽样程序，来自希腊色萨利地区的202位农民参加了研究。我们的发现揭示了三个部分：“便利店”，他们是公共AEES的重度用户; “分析人员”虽然是AEES的定期用户，但他们是公共服务的轻度用户，并且对服务交付属性给予更高的重视;而“目标猎人”的灰色部分则是AEES的偶尔寻求者，其主要动力是他们期望获得与农场企业有关的收益。我们的研究结果还表明，公共农村服务未能与农村人口建立可持续的关系。数字对象标识符http://dx.doi.org/10.1177/0973005212459829

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