Characterization of Kentucky dairy producer decision-making behavior.

To address dairy clientele needs, industry professionals need to understand how dairy producers make decisions. A survey was distributed to all licensed Kentucky milk producers (n=1,074) to better understand factors that influence dairy producer decisions. A total of 236 surveys were returned; 7 were omitted because they were incomplete, leaving 229 for subsequent analyses (21% response rate). The survey consisted of questions about dairy operational success criteria, decision evaluation criteria, information sources, and technology adoption. The mean response to each survey question was calculated after assigning the following numeric values to producer response categories: 1 = not important, 3 = important, 5 = very important. The most important source of influence or information in decision making was advice from consultants, nutritionists, and veterinarians (3.70±1.23), followed by consultation with business partners and family members (3.68±1.29), and intuition and gut feeling (3.10±1.45). Producers with large herds (≥200 cows) relied more heavily on information from consultants, nutritionists, and veterinarians and on employee input than did producers with small herds (1 to 49 cows). Producers with small herds did not use effect on employee morale as a criterion to evaluate decisions as much as those with larger herds did. In regard to adoption of automated monitoring technologies, producers indicated that modest adoption rates were a result of (1) not being familiar with technologies that are available (55%), (2) undesirable cost to benefit ratios (42%), and (3) too much information provided without knowing what to do with it (36%). As herd size increased, the percentage of producers selecting poor technical support and training and compatibility issues as reasons for slow adoption of automated technologies increased. This insight into dairy producer decision making should help industry professionals address dairy producer issues and concerns.