Research by a long-standing rural equipment supplier suggests New Zealand farmers are putting increasing importance on recognised brands.
Hustler Equipment provides farm machinery across New Zealand and the world, specialising in bale feeders.
Brent Currie, whose grandfather founded the company on his Hawke's Bay orchard in 1961, told Rural Exchange that the needs of farmers had changed over the years.
He said market research they have commissioned showed farmers are looking for reliability and value.
"With younger farmers, there is more of a trend to get more value out of equipment, with not so many nice-to-haves," he said.
He said there had been a dramatic shift in how farmers were making their purchasing decisions.
"When we look back at 2008 research, the importance of trusted brands was well down the list, at 2.8 percent, now it is at around 40 percent," said Currie.
He said farmers are also seeing the value of buying new.
"Farmers are now wanting lower spec brand new equipment, as opposed to second hand equipment with all the hidden costs they bring in terms of reliability challenges."
Watch Brent Currie's full interview with Rural Exchange.
Rural Exchange with Hamish McKay and Richard Loe, 6-8am Saturday and Sunday on Magic Talk.