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

• Published in: Journal of international food & agribusiness marketing Vol. 18; no. 3-4; pp. 65 - 84
• Main Authors: Isengildina, O, Pennings, J.M.E, Irwin, S.H, Good, D.L
• Format: Journal Article
• Language: English
• Published: Taylor & Francis Group 2006
• Subjects: Crop producers; Leerstoelgroep Marktkunde en consumentengedrag; market advisory services; Marketing and Consumer Behaviour; Marktkunde en Consumentengedrag; MGS
• ISSN: 0897-4438; 1528-6983
• DOI: 10.1300/J047v18n03_05

This study reports that Market Advisory Services (MAS) are used by about 82% of commercial U.S. 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.