Batte, Marvin T. (author), Jones, Eugene (author), Schnitkey, Gary D. (author), and Department of Agricultural and Rural Sociology, Ohio State University
Format:
Journal article
Publication Date:
1990-12
Published:
USA: Experiment, GA : Southern Agricultural Economics Association.
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 92 Document Number: C06729
AGRICOLA IND 91016420, Farm producers attempt to mitigate risk and uncertainty by utilizing accurate and reliable information. This research attempts to identify sources of information used by Ohio fruit producers and then determine which of these sources are best meeting their information needs. Results are based on a logic analysis of Ohio fruit producers and several factors are shown to influence producers' evaluation of the "adequacy" of their marketing information. Among these factors are age, business size, education, type of enterprise, and types of information sources. Reported findings have implications for marketing efficiency, particularly if producers' evaluation of information as adequate is positively related to its efficient use.
"In a rather confined set of circumstances, findings indicate it is always in the best interest of the food company to comply with activists' demands. More frequently, however, there will be cases where compliance is not optimal, depending on the size of the expected effect of protest, cost of defending against protest, and the cost of protest to the activist."
