Table 21.  Subscriber Implementation of Pricing Recommendations of Marketing Advisory Services
                       
     Would not                Implement  
implement at all exactly   Standard
Pricing Recommendation 1 2 3 4 5 6 7 8 9 Mean Deviation
- - - - - - - - - - - - - - - - percent - - - - - - - - - - - - - - - - - -  
Pre-harvest  
 
Cash forward contracts 4.8 3.0 5.5 4.5 16.5 17.3 28.9 12.6 7.0 5.97 1.98
 
Sell futures 14.6 8.9 8.8 5.3 16.2 12.2 18.2 10.2 5.6 4.94 2.49
 
Buy put options 14.6 7.7 8.2 6.0 17.8 13.7 16.9 10.4 4.8 4.94 2.43
 
Buy call options 14.6 6.9 8.8 6.8 18.0 12.3 16.8 10.4 5.4 4.95 2.44
 
Buy futures 18.4 9.0 10.2 6.0 17.4 10.9 14.3 9.2 4.6 4.58 2.51
 
Post-harvest  
 
Sell in cash market 3.0 1.8 1.6 2.7 14.1 13.9 31.9 22.0 9.1 6.57 1.77
 
Sell futures 16.0 7.6 7.8 5.5 15.7 12.1 18.7 11.4 5.1 4.96 2.52
 
Buy put options 15.3 8.6 8.3 6.4 18.7 12.8 16.3 9.5 4.3 4.80 2.43
 
Buy call options 14.3 7.6 7.3 5.6 17.9 13.8 17.6 11.2 4.7 5.01 2.43
 
Buy futures 18.4 9.0 8.6 5.6 16.6 11.9 15.2 10.0 4.7 4.68 2.54
Note:  Mean refers to the weighted average response across categories.  Standard deviation refers to the standard deviation of responses across categories.