Wednesday, July 3rd, 2013 - Roy Morgan Research

While the shopping habits of Kiwi farmers may not be a regular topic of conversation in non-agricultural circles, it’s a subject Roy Morgan Research knows a lot about. Read on...

While the shopping habits of Kiwi farmers may not be a regular topic of conversation in non-agricultural circles, it’s a subject Roy Morgan Research knows a lot about. Indeed, our recent study into the top ten stores favoured by New Zealand’s farm owners and workers yielded some interesting results…

New Zealand’s farm owners and workers may only comprise about 3% of the country’s population, but they’re 33% likelier than the average Kiwi to make a purchase at Mitre 10 in any given four-week period. More than half (53.2%) of them shop at bargain superstore The Warehouse (slightly down on the population average of 56.1%).

But where the farming community differs most from the average New Zealander in their shopping habits is in specialist stores like PGG Wrightson and RD1. In an average four-week period, 16.5% of farm owners and workers will purchase something from agricultural suppliers PGG Wrightson (compared with the population average of 1.9%), and 14.5% will do the same at rural retailer RD1 (compared to 1.9%).

Of course, it’s logical that farmers would make up the bulk of these stores’ customers. What use would an inner-city, apartment-dwelling Auckland office worker have for a wood post pinlock insulator, after all? But there are key variations between each store’s clientele.

For example, while PGG Wrightson’s customer base is predominantly, predictably male (58.7% to 41.3% women), RD1 attracts a marginally higher proportion of female customers (50.1% to 49.9%). Meanwhile, RD1 customers are more likely to earn $70,000+ p.a. than PGG Wrightson customers. In terms of age, the 50+ bracket comprises the bulk of each store’s clientele.

Source:Roy Morgan Single Source (New Zealand), May 2012 – April 2013 (n = 350).

Pip Elliott, General Manager, Roy Morgan Research NZ, says:

“New Zealand’s farm owners and workers are not so different from the average Kiwi when it comes to shopping at places like Bunnings or the NZ Post Shop. They are, after all, consumers like anyone else.

“As one would expect, they do show a much higher rate of purchasing at agricultural retailers like PGG Wrightson and RD1.

“These stores, and others like them, operate in a fairly small, competitive market, and an in-depth understanding of their target market can make all the difference to their ongoing success. For example, PGG Wrightson customers tend to be heavy newspaper consumers, while RD1 customers tend to read more magazines — invaluable information when it comes to deciding where to advertise…”

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Roy Morgan Research


Roy Morgan Research is Australia’s best known and longest established market research and public opinion survey company. Roy Morgan Single Source is thorough, accurate, and provides comprehensive, directly applicable information about current and future customers. It is unique in that it directs all the questions to each individual from a base survey sample of around 55,000 interviews in Australia and 15,000 interviews in New Zealand annually - the largest Single Source databases in the world. The questions asked relate to lifestyle and attitudes, media consumption habits (including TV, radio, newspapers, magazines, cinema, catalogues, pay TV and the Internet), brand and product usage, purchase intentions, retail visitations, service provider preferences, financial information and recreation and leisure activities. This lead product is supported by a nationally networked, consultancy-orientated market research capability.
Shaun Ellis
P: 03 9224 5332
W: www.roymorgan.com

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While the shopping habits of Kiwi farmers may not be a regular topic of conversation in non-agricultural circles, it’s a subject Roy Morgan Research knows a lot about. Read on...

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