Intresse för e-handel bland svenska lantbrukare

Abstract: Sveaverken is a company who manufactures products and equipment for the modern farm enterprise within grain, pork and horse businesses. A large share of Sveaverken's turnover depends on the role as a subcontractor for Delaval within the areas ventilation, manure handling and feeding systems. Sveaverken wants to investigate the possibility to increase sales by establishing new sales channels, for example e-commerce This thesis is an analysis of the Swedish farmers use of internet, attitudes towards e-commerce and Sveaverken's interest within this area. There is also a minor economic analysis of the cost of establishing the e-commerce site. The study focuses on farmers who are potential customers to Sveaverken within Sweden. To examine the farmers opinions about internet and e-commerce a questionnaire was developed and sent out in November 2006, to 500 farmers of which 45% answered. The results show that the average age of the farmers was 42,5 years. Nearly everyone has a computer (96%) and almost all of them have access to the Internet with the following connections, modem (33%), ADSL (30%), broadband (30%) and other (2%) The farmers use the internet to do bank errands and search for information. Today 7% of the farmers conduct the majority of their purchases through internet. About 10% of the farmers think that internet will be their first choice when purchasing goods and services to their businesses. Four out of five farmers perceive themselves as being able to conduct purchases of goods over the internet. Two thirds of the farmers have already done it, either to them self or to their business. The farmers consider that price and payment information is very important in order to motivate them to use the e-commerce site. They think that the benefits with e-commerce are that they can purchase goods and services outside their immediate surroundings and out of office hours. The majority wants to pay with an invoice, the other alternatives are hardly interesting to offer them. About 50% of the farmers recognise Sveaverken and one third knows their assortment. Every sixth farmer perceives that he/she could purchase products at Sveaverken's e-commerce site, mainly spare parts. The cost of establishing a custom-made e-commerce site is estimated to about 15 000-20 000 SEK, and a monthly service fee of 300-500 SEK