Agribusinesses rely on producers choosing their products and services for the success of their business. Agribusinesses can use information regarding how producers rate the importance of certain areas of risk and what takes most of the producers’ time to offer specific services to different segments of producers to better meet their needs. An ordered logit model and a multinomial logit model are used to determine factors significant to producers’ use of time and importance of various areas of risk. The results provide insights to agribusinesses that can help them identify producer segments.


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