Agricultural extension education services (AEES) have three major characteristics that complicate their marketing: first, these are 'rural services' that are heavily influenced by the 'rurality' of their field of action; second, their aim is to promote intangible behavioural changes which inevitably are considered by the potential customers as risky; third, their orientation is usually non-profit. However, there is a surprising lack of studies regarding the marketing of AEES. The aim of this research is to segment rural population based on the usage rate of public AEES and to depict the relative influence of the importance assigned on both services relationship attributes and motivational drivers to this classification. After a random sampling procedure, 202 peasants from the region of Thessaly, Greece participated in the study. Our findings revealed three segments: the 'Conveniencers', who are the heavy users of public AEES; the 'Analysts', who, although are regular users of AEES, are light users of public services and assign higher importance to the service delivery attributes; and the grey segment of 'Objective Hunters', who are occasional seekers of AEES and are primarily motivated by their expectation to gain benefits related to their farm enterprise. Our findings also demonstrate that public rural services have failed to build sustainable relationships with the rural population.