How do small farmers actually make buying decisions for seeds and fertilizer?

From what I've seen in agri research, peer influence (neighbors, local farmer groups) typically dominates — often 60-70% of the trust weight in surveys. Reps matter more for first-time product trials, online reviews barely register outside younger/tech-savvy segments. Jobs-to-be-Done interviews combined with a simple influence mapping exercise work really well here if you want a framework to structure it.