What Ag Retailers Should Know About Farmer Perceptions: Insights from 2017-2025
November 10, 2025 Understanding how farmers perceive their input dealers and retailers is critical for ag retailers looking to strengthen loyalty, improve service, and differentiate themselves in an increasingly competitive market. A recent study by Purdue University, titled “How U.S. Farmers Perceive Agricultural Dealers and Retailers: Insights from 2017 to 2025″, draws on surveys of large commercial producers conducted in 2017, 2021, and 2025. The findings offer several key takeaways for retailers aiming to maintain strong relationships and meet the evolving expectations of today’s producers.
Relationships remain the cornerstone of loyalty
One of the most consistent findings over nearly a decade of surveys is that relationships drive loyalty. Farmers consistently rate the personal connection with their salesperson higher than their relationship with the company the salesperson represents. Average ratings for this perception have held steady between 6.8 and 7.0 on a 9-point scale, reinforcing a longstanding truth in ag retail: trust is personal, not institutional.
Even as digital tools and e-commerce options have expanded, the salesperson-producer relationship remains the single most influential factor in purchase decisions and brand allegiance. For ag retailers, this emphasizes that investing in sales team relationships and consistent, high-quality engagement can be just as important as competitive pricing or product availability.
Service and advisory quality are increasingly important
Farmers are becoming more discerning in evaluating dealers and retailers based on service and technical expertise. The study shows that perceived differences in service quality increased from 6.4 in 2017 to 7.0 in 2021, maintaining this level in 2025. Similarly, confidence in the quality of technical advice rose from 6.0 in 2017 to 6.4 in 2021, remaining steady in 2025.
This trend signals that producers are placing more weight on the overall value experience — including technical advice, problem-solving, and follow-through — rather than making decisions based solely on price. Ag retailers can differentiate themselves by delivering superior advisory services, offering actionable insights, and consistently meeting or exceeding service commitments.
Farmers’ technical confidence is growing
Another notable shift is that farmers are becoming increasingly knowledgeable about their products. While the statement “I know more about my expendable products than my dealer or retailer” still scores lowest among survey perceptions, the rating has climbed from 4.4 in 2017 to 5.0 in 2025. This reflects a more self-reliant, technically sophisticated producer, particularly among crop operations, though livestock producers show a similar upward trend.
For retailers, this trend underscores the need to elevate consultative capabilities. As farmers’ own expertise grows, simply offering products is no longer enough — retailers must provide data-driven insights, decision-support tools, and expert guidance that add value beyond what the producer could do independently.
Segment and adapt engagement strategies
The study also highlights the importance of segmenting engagement based on farm type and scale. Large commercial crop producers, mid-sized livestock operations, and other farm categories may have different expectations for service, technical advice, and communication. Tailoring approaches to these distinct segments can help retailers build stronger relationships and ensure relevance across a diverse customer base.
Key takeaways for ag retailers
- Personal relationships continue to drive loyalty and influence purchase decisions.
- Farmers are increasingly evaluating service quality and technical expertise — creating opportunities to differentiate.
- Knowledge gaps are narrowing; consultative, data-driven capabilities are essential to remain relevant.
- Engagement strategies should reflect farm type, scale, and operational priorities.
Overall, the farmer-dealer relationship is evolving: it is more informed and analytical than ever, yet still deeply relationship-driven. Ag retailers that combine strong personal connections with high-quality advisory services and adaptive engagement strategies will be best positioned to build loyalty and drive long-term business success.
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