Corn Producers’ Perceptions of Trust toward Seed Corporations

Abstract

The purpose of this study was to serve as a pilot study for future researchers to examine the perceptions of corn grain producer’s trust toward seed corporations and how the corn grain producers value the information they receive from seed corporations. The data allowed seed producing corporations to understand the levels of trust corn grain producers have for seed producing corporations as their customers and how these customers value the information they receive. The goal was to highlight this information so seed producing corporations can continue to bridge the relationship between the corporation and the producers. This was a descriptive study using an online questionnaire that was conducted in cooperation with the Nebraska Corn Growers Association. The online survey was delivered to the participants who were Nebraska corn growers for the 2014 growing season through the Nebraska Corn Growers Association weekly online newsletter.

A response rate of 6.47% was achieved (N=649, n=42). The respondents of the study completed an online survey using Qualtrics™ online system. The survey included demographic questions, items to address the objectives, and 62 Likert scale items using the Organizational Trust Inventory- Long Form (OTI-LF).

The results of this study indicated factors that influence the trust of corn producers toward seed corporations. The data revealed that sales representatives (m=8.02) influence the trust levels of producers the most of any outside source. The item that indicated the highest influence for purchasing decisions of corn seed for corn producers was the ability to yield (m=9.43). Lastly, this study examined the demographic data through frequencies and percentages. One of the items included age of corn producers. The majority of the respondents were in the age group of 30-45 years (n=22, 52.4%). The item with the highest mean from the OTI-LF was from the interaction of Dimension One and Behavioral Intentions, “We intend to monitor seed corporations’ compliance with our agreement” (m=5.03). The reported mean from the participants indicated that the participants “Agree” with the statement. The item with the lowest mean from the OTI-LF was from the interaction of Dimension Two and Behavioral Intentions, “We intend to misrepresent our capabilities in negations with seed corporations” (m= 2.91). The reported mean from the participants indicated that the participants “Disagree” with the statement.