TY - JOUR
T1 - U.S. crop farmers' use of Market Advisory Services
AU - Isengildina, Olga
AU - Pennings, Joost M.E.
AU - Irwin, Scott H.
AU - Good, Darrel L.
N1 - Funding Information:
Funding for this research was provided by the following organizations: Illinois Council on Food and Agricultural Research; Cooperative State Research, Education, and Extension Service, U.S. Department of Agriculture; Economic Research Service, U.S. Department of Agriculture; the Risk Management Agency, U.S. Department of Agriculture, and the Initiative for Future Agriculture and Food Systems, U.S. Department of Agriculture.
PY - 2006/3/2
Y1 - 2006/3/2
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 (1) demographic characteristics, (2) risk attitude, and (3) 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 (1) demographic characteristics, (2) risk attitude, and (3) 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
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U2 - 10.1300/J047v18n03_05
DO - 10.1300/J047v18n03_05
M3 - Article
AN - SCOPUS:33749587948
SN - 0897-4438
VL - 18
SP - 65
EP - 84
JO - Journal of International Food and Agribusiness Marketing
JF - Journal of International Food and Agribusiness Marketing
IS - 3-4
ER -