I think you will need to undertake market research in two phases - exploratory phase to determine the variables that drive the selection, purchase and application for fertilizers (elements that define the value of a product) and the conclusive phase to identify the relationships between these variables and their relative importance for your fertilizer distributor and consumer. You will need to select respondents of two profiles - the retailers or business you intend to sell to (the push agents) and the consumers (the pull agents) whose demand you need to satisfy.

The results of this market research will help you validate your assumptions (whatever your hypothesis) and even help you to evolve your marketing strategy for the new improvised fertilizer product.

Hi Francisco,

You may find helpful for your study to consider the following articles:

Spais, G.S. and Vasileiou, K. (2006).

"Path Modeling The Antecedent Factors To Consumer Repurchase Intentions For Advanced Technological Food Products: Some Correlations Between Selected Factor Variables". Journal of Business Case Studies 2(2):45-71. Available at:

Article Path Modeling The Antecedent Factors To Consumer Repurchase ...

Spais, G.S. and Vasileiou, K. (2006)." An ordinal regression analysis for the explanation of consumer overall satisfaction in the food-marketing context: The managerial implications to consumer strategy management at a store level".

· Journal of Database Marketing & Customer Strategy Management 14(1):51 - 73. Available at:

https://www.researchgate.net/publication/251570856_An_ordinal_regression_analysis_for_the_explanation_of_consumer_overall_satisfaction_in_the_food-marketing_context_The_managerial_implications_to_consumer_strategy_management_at_a_store_level

The most reliable indicator of the value an innovation has for the customer is his willingness to pay for it.

However, you should be aware that this does not only depend on the product itself, but also on the marketing strategy, the sales channel and other conditions.

So the question is, what exactly is the background and aim of your analysis?