FACTORS INFLUENCING SOUTHERN DAIRY FARMERS' CHOICE OF MILK HANDLERS

Survey data of 2,538 dairy farmers located in 12 southern states were used to analyze the factors influencing farmers' choice of milk handlers. Results from a qualitative response model indicate that a combination of price and non-price factors contribute to dairy farmers' attitudes toward their milk handlers. Specifically, the decision to change milk handlers was significantly influenced by prices paid and deductions charged. However, non-price factors including field services, friendly personnel, and loyalty to a handler contributed to the longer term affiliation of dairy farmers with their milk handlers.