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A Socioeconomic Analysis of Marketing Information Usage Among Ohio Fruit Producers

Published online by Cambridge University Press:  09 September 2016

Eugene Jones ,
Marvin T. Batte  and
Gary D. Schnitkey
Eugene Jones
Affiliation:
Department of Agricultural Economics and Rural Sociology, Ohio State University
Marvin T. Batte
Affiliation:
Department of Agricultural Economics and Rural Sociology, Ohio State University
Gary D. Schnitkey
Affiliation:
Department of Agricultural Economics and Rural Sociology, Ohio State University
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Abstract

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 logit 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 infonnation as adequate is positively related to its efficient use.

Keywords

marketing informationinformation adequacysocioeconomic characteristicsinformation sourcesmarketing decisions
Type
Articles
Information
Journal of Agricultural and Applied Economics , Volume 22 , Issue 2 , December 1990 , pp. 99 - 107
Copyright
Copyright © Southern Agricultural Economics Association 1990

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