A socioeconomic analysis of marketing information usage among Ohio fruit producers

    Collection:
    Agricultural Communications Documentation Center (ACDC)
    Contributers:
    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
    Journal Title:
    Southern Journal of Agricultural Economics
    Journal Title Details:
    22 (2) : 99-107
    Subject Term:
    decision making, farmer attitudes, farmer perceptions, fruit, information needs, information utilization, market information, Ohio, USA, socio-economic aspects, and surveys
    Notes:
    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.

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