Abstract
Japanese rural society has rapidly changed in many aspects since World War Ⅱ. Technological change of agriculture is one of the main factors in this social change.
In Japan, agricultural machinery manufacturers have had a significant impact on mechanization in rice cropping. Agricultural machinery salesmen promote the diffusion of agricultural machinery and they are focused on in this study. Intentions and behaviors of salesmen in their sales activities are described and analyzed from the perspective of “promoters of the diffusion of agricultural mechanization technology”, “manufacturer employee”, and “farmers in the local society”. Fieldwork and interviews with farmers and agricultural machinery salesmen about the diffusion process of agricultural machinery took place in Tsuyama city, Okayama Prefecture.
Salesmen provided farmers with a huge variety of skills and knowledge about agricultural machinery and crop cultivation in the diffusion process of agricultural machinery. They promoted and supported changing the processes of rice cropping, especially rice transplanting.
Agricultural machinery manufacturers sell agricultural machinery and go after profits. Salesmen desperately work for a living under the manufacturer’s sales strategies. Sales of agricultural machinery are inextricably linked to technical guidance of agriculture, frequent repair and maintenance. Salesmen make use of their experience as farmers in sales activities. Consequently, with effectiveness of communication in rural society, “logic of capital” serves as great incentive for salesmen and their activities promote the diffusion of agricultural mechanization technology. Salesmen’s activities complement the public agricultural extension service.
