Declining farm numbers coupled with growing farm sizes, an ageing farm management workforce and an impending generational change are bringing about lasting changes to the market structure of Swiss agriculture. At the same time, demands for efficiency, availability, advice and digital information services are increasing. For KWS Suisse SA, the question arises as to what extent the existing, heavily trade-dominated distribution structure will continue to meet the future needs of farmers and contractors in the maize seed market.

The study combines market and structural analysis with qualitative research. It is based on guided expert interviews with representatives of international breeding companies and Swiss seed retailers, as well as customer interviews with farmers and contractors. The evaluation was carried out using thematic qualitative content analysis according to Kuckartz in order to systematically reconstruct decision-making processes, information sources and channel preferences.

The results of the study show that information and decision-making behaviour in the Swiss maize seed market has changed. Digital channels have become an integral part of information gathering. Online variety trial results, performance data, and retailer and breeder information are used intensively due to time flexibility and fast comparability. At the same time, personal contact with breeders, personal consulting services and field service remains of central importance, as trust, individual recommendations and practical experience continue to be highly valued. The analysis makes it clear that digital and personal channels are not perceived as substitutes, but as complementary elements along the customer journey. However, the increasing complexity of customer requirements raises expectations for transparency, efficiency and availability of information. For KWS Suisse SA, this presents an opportunity to supplement its existing agronomic expertise with targeted digital offerings, simplify processes and improve the basis for customer decision-making. This will strengthen customer loyalty and sustainably expand the company's market position in the highly competitive maize segment.