Research in Action provides intelligence on SA agri sector

The new research delivers insight into perceived market leaders in various sectors of the local agricultural industry, as well as insight into the perceptions and business practices of farmers and other agricultural stakeholders.

Conducted bi-monthly, the Agri Survey is a syndicated study conducted telephonically amongst farmers nationwide, gauging market sentiment on topical and contentious issues as well as offering research tools to companies with an interest in agriculture and related industries.

The latest survey polled over 450 farmers and measured their perceptions of leading brands, companies and even political parties on the eve of the April general elections.

Agricultural Suppliers

Results showed that chemical manufacturing firm Bayer is regarded as the market leader in animal health and agronomy chemicals in most provinces. In animal feed Voermol is the perceived leader, with strong votes from farmers in the Eastern Cape, Free State, KwaZulu-Natal and Limpopo. Seed supplier Pannar leads the pack in all provinces except for the Eastern Cape. Finally, favourites for farming vehicle and implement suppliers are split between English and Afrikaans speaking farmers with the former favouring Massey-Ferguson and the latter regarding John Deere as the market leader.

Peripheral Suppliers

In the banking arena, the majority of respondents voted ABSA as their bank of choice, with the institution holding first place across the nation while second place mindshare is split between First National Bank (FNB) and Standard Bank. Standard Bank holds first position in the Eastern and Northern Cape while FNB is holds the top position in KwaZulu-Natal and North-West Province.

In terms of life insurance for farmers, 90 percent of respondents' portfolios are with Sanlam and Old Mutual. Sanlam's 50 percent of the total market is mainly drawn from Afrikaans speaking farmers, while Old Mutual draws its 40 percent support from both language groups.

Support for Liberty Life products is predominantly drawn from English speaking farmers.

Santam leads the field as the most popular company for short term insurance, with Sentra-sure and Mutual & Federal in a close contest for second place. Sentra-sure's stronghold is in the Eastern Cape while Mutual & Federal is ahead in the North-West, and SA Eagle leading Mpumalanga. Of particular concern, research revealed that 20 percent of farmers in KwaZulu-Natal and 16 percent of farmers in Mpumalanga do not have short-term insurance at all.

Media provides strong opportunity for exposure and awareness within the agriculture industry with over 84 percent of farmers listening to a radio station on a daily basis, while Landbouweekblad, Farmers Weekly, Agri SA and Grain SA featured as the top four publications most read by farmers.

Politics

In the approach to the national elections, farmers were generally ambivalent to Government. However, very little confidence was indicated in the ability of any of the competing political organisations ability and/or desire to support and encourage agriculture in the country. Significantly, 34 percent of respondents believe that none of the current political parties will look after local agricultural interests, while a further 23 percent of respondents refused to answer the question, or lacked sufficient knowledge of individual party politics.

The strongest confidence was in the Democratic Alliance, which received a relatively low 26 percent, with the Freedom Front Plus and the NNP in single digits.

The full research report can be purchased from Research in Action.

Companies or organisations interested in participating in the next survey are invited to contact Research in Action on Tel: 27 11 791 1844. The deadline for question submission is the 15 May 2004, with results available 9 July 2004.