Course Content
Introduction to agribusiness management- definition, Scope and importance; concept of business management
Basic concept and definitions of firms, plant, industry and their interrelationships with respect to agricultural production
Agribusiness environment, management systems, and managerial decisions
Cooperatives- concept, definitions, role, organization, structure, cooperative law and bylaws, developing agriculture cooperatives, cooperative marketing, cooperative farming
Learn agribusiness management, marketing and cooperatives with Braimy- B.Sc Agriculture
About Lesson

The consumer buying decision process involves 5 stages:


  1. Problem or need recognition:

– The buying process begins with a recognition on the part of an individual or organization that they have a problem or need e.g. the farmer recognizes that he/she is approaching a new cultivation season and requires seed.

  1. Information search:

– Information gathering may be passive or active.

– Passive information gathering occurs when an individual or group simply becomes more attentive to a recognized solution to a given need.

– In other circumstances the individual is proactive rather than reactive with respect to information.

  1. Evaluation of alternatives:

– The process of evaluating alternatives not only differs from customer to prospective customer but the individual will also adopt different processes in accordance with the situation.

– It is likely that when making judgments customers will focus on those product attributes and features that are most relevant to their needs at a given point in time.

  1. Purchase decision:

At the evaluation stage the prospective customer will have arrived at a judgment about his/her preference among the evoked set and have formed a purchase intention.

– However, two factors can intervene between the intention and the purchase decision: the attitude of others and unanticipated events.

– For example, a farmer may state an intention to purchase a mechanical thresher within the next twelve months but when his/her implicit assumption of ‘a good harvest’ is not realized, due to drought, the purchase of the machine is postponed.

  1. Post-purchase behavior:

–  Having procured the product the customer will experience either satisfaction or dissatisfaction with his/her purchase.

– The level of satisfaction or dissatisfaction is largely a function of the congruence between the buyer’s expectations of the product and the product’s perceived performance.

–  If the product’s perceived performance either matches or exceeds its expected performance then the buyer is likely to feel highly satisfied and vice-versa.

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