FARMERS’ PREFERENCES REGARDING THE USE OF BANKING PRODUCTS

The research aimed to identify banking products and services used by farmers in the context of their financial and tangible assets. The banking products used by customers of particular banks were analysed, depending on the selected characteristics of the surveyed farmers and their farms. Due to the scope of the study, the focus was on endogenous factors related to the agricultural producer and the farm they ran. The source of the empirical data was a questionnaire interview conducted with farmers. The research allows the following conclusions to be drawn: 80% of the surveyed farmers declared that they used the services and products of cooperative banks. However, they managed a smaller area of agricultural land than customers of commercial banks. Differences in preferences for banking services offered by cooperative and commercial banks were evident in the case of such instruments as electronic banking, payment cards and bank deposits. To remain competitive, cooperative banks should offer products that meet customer expectations and are unique to a region. They should also use digital technologies and develop cooperation within the cooperative banking sector.