Analysis of users of agricultural outlook information

Since the supply and demand of agricultural products are unstable, which causes instability in farm income and consumer prices, the government has sought to mitigate the problems caused by unstable supply and demand by generating and providing agricultural outlook information. However, research should be carried out to increase the quality and utilization of agricultural observation information, because the value of agricultural observation information increases only when more users use this information and apply it to their decisions. In this study, a survey was conducted targeting producers and experts who are users or potential users of agricultural outlook information, and the results were analyzed through quantitative model, specifically importance-performance analysis (IPA) and analytic hierarchy process (AHP). The results show that improvement of promptness was required among the seven items evaluated with regard to agricultural outlook. Also, measures for dissemination of agricultural outlook information and the contents of outlook information should be improved to increase its use. If the quality level and use of agricultural observation information are increased by reflecting the results of the above analysis, decision-making on the supply and demand of agricultural products in Korea will be improved, and it is thought that it will be possible to increase farm household income and stabilize consumer prices through stabilization of supply and demand of agricultural products.