Customer segmentation perceptions of farm credit associations

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Agricultural Finance Review

ISSN: 0002-1466

Online from: 2000

Subject Area: Economics

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Document Information:
Title:	Customer segmentation perceptions of farm credit associations
Author(s):	Brian C. Briggeman, Philip Kenkel
Citation:	Brian C. Briggeman, Philip Kenkel, (2008) "Customer segmentation perceptions of farm credit associations", Agricultural Finance Review, Vol. 68 Iss: 2, pp.227 - 236
Keywords:	Farm Credit System, Loan growth, Market segmentation
Article type:	General review
DOI:	10.1108/00214660880001227 (Permanent URL)
Publisher:	Emerald Group Publishing Limited
Abstract:	In 2006, the Farm Credit System released a report about the general economic and financial needs to rural America entitled HORIZONS. The objective of this study is to build on the HORIZONS project by exploring the opinions of seven Oklahoma Farm Credit Associations’ senior officials and load officers on the financial characteristics of different borrower types, their associations’ competitive advantage in attracting and retaining these borrowers, and the potential load volume growth for each borrower type. The results of this research show that senior officials are more positive than are loan officers about the financial characteristics of nontraditional borrowers. However, both groups agree that these borrowers provide the best opportunity for load volume growth.