Identifying the Potential Adopters of an Agricultural Innovation Geoff Kaine Department of Primary Industries, Victoria Dr V Wright and Prof R Cooksey University of New England, Armidale, NSW Presentation to National Symposium on Understanding Practice Change by Farmers Melbourne, Victoria, 2008
Those producers for whom the innovation a potentially offers a net benefit.
Those producers for whom the innovation will create a net benefit by assisting them to better meet their utilitarian, social and hedonic goals as managers of agricultural enterprises given sufficient knowledge of the consequences of adopting the innovation.
The number of potential adopters is the market for an innovation.
Problems with supply of irrigation water at volume
Hilly or sandy country
High density planting
Irrigation water on demand
Farm Context and Benefit Segments 23% 24% 17% 15% 22% Yes No Yes No No Yes No Segment 1 Control and time saving redevelopers Segment 2 Time-saving converters Segment 3 Water-saving micro-irrigators Segment 5 Flood irrigators Segment 4 Control redevelopers High density planting Limited labour High density planting Limited water supplies, watertable or salinity problems Yes