U.S. Crop Farmers' Use of Market Advisory Services

O. Isengildina; J.M.E. Pennings; S.H. Irwin; D.L. Good

U.S. Crop Farmers' Use of Market Advisory Services

O. Isengildina, J.M.E. Pennings, S.H. Irwin, D.L. Good

Marketing and Consumer Behaviour

Research output: Contribution to journal › Article › Academic › peer-review

9 Citations (Scopus)

Abstract

This study reports that Market Advisory Services (MAS) are used by about 82% of commercial US crop producers, based on the results of a recent survey. Only 43% of MAS users rely on a single service, while the other 57% subscribe to multiple services. MAS users¿ profiles in terms of their (a) demographic characteristics, (b) risk attitude, and (c) marketing behavior are presented. The results indicate that MAS users can be differentiated based on their location and use of computers, though not on age and farm size. MAS users are shown to be significantly more risk-seeking than non-users. Furthermore, MAS users apply significantly more forward pricing techniques, but are no different from non-users in terms of marketing frequency.

Original language	English
Pages (from-to)	67-86
Journal	Journal of International Food and Agribusiness Marketing
Volume	18
Issue number	3/4
Publication status	Published - 2006

Keywords

Crop producers
Market advisory services

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Cite this

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abstract = "This study reports that Market Advisory Services (MAS) are used by about 82% of commercial US crop producers, based on the results of a recent survey. Only 43% of MAS users rely on a single service, while the other 57% subscribe to multiple services. MAS users¿ profiles in terms of their (a) demographic characteristics, (b) risk attitude, and (c) marketing behavior are presented. The results indicate that MAS users can be differentiated based on their location and use of computers, though not on age and farm size. MAS users are shown to be significantly more risk-seeking than non-users. Furthermore, MAS users apply significantly more forward pricing techniques, but are no different from non-users in terms of marketing frequency.",

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T1 - U.S. Crop Farmers' Use of Market Advisory Services

AU - Isengildina, O.

AU - Pennings, J.M.E.

AU - Irwin, S.H.

AU - Good, D.L.

PY - 2006

Y1 - 2006

N2 - This study reports that Market Advisory Services (MAS) are used by about 82% of commercial US crop producers, based on the results of a recent survey. Only 43% of MAS users rely on a single service, while the other 57% subscribe to multiple services. MAS users¿ profiles in terms of their (a) demographic characteristics, (b) risk attitude, and (c) marketing behavior are presented. The results indicate that MAS users can be differentiated based on their location and use of computers, though not on age and farm size. MAS users are shown to be significantly more risk-seeking than non-users. Furthermore, MAS users apply significantly more forward pricing techniques, but are no different from non-users in terms of marketing frequency.

AB - This study reports that Market Advisory Services (MAS) are used by about 82% of commercial US crop producers, based on the results of a recent survey. Only 43% of MAS users rely on a single service, while the other 57% subscribe to multiple services. MAS users¿ profiles in terms of their (a) demographic characteristics, (b) risk attitude, and (c) marketing behavior are presented. The results indicate that MAS users can be differentiated based on their location and use of computers, though not on age and farm size. MAS users are shown to be significantly more risk-seeking than non-users. Furthermore, MAS users apply significantly more forward pricing techniques, but are no different from non-users in terms of marketing frequency.

KW - Crop producers

KW - Market advisory services

M3 - Article

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JO - Journal of International Food and Agribusiness Marketing

JF - Journal of International Food and Agribusiness Marketing

IS - 3/4

ER -

U.S. Crop Farmers' Use of Market Advisory Services

Abstract

Keywords

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