18 Apr 2013

Role of rural women underestimated - survey

3:05 pm on 18 April 2013

A survey of rural women shows they are frustrated at getting little recognition for their intelligence and energy from the companies they deal with in the farming sector.

The study by Hawke's Bay-based communications company Tracta surveyed 250 rural women.

It found they were heavily involved in making big purchase decisions, but only 35% of those questioned felt they were understood or respected by rural marketers.

Tracta business development manager St John Craner says the company carried out the survey because it had a nagging suspicion rural women were not being valued.