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Table 5 Descriptive statistics of innovation variables and control variables

From: Competitive strategies among Ontario farms marketing direct to consumers

Variable

Innovation activity reported by respondents

 

Not at alla

To some extent

To a large extent

Product innovation (new to farm)

 New or significantly improved processed product

54 (42.9%)

25 (19.8%)

6 (4.8%)

 New or significantly improved packaging

54 (42.9%)

25 (19.8%)

11 (8.7%)

Marketing innovation (new to farm)

 Marketing channel

51 (40.5%)

36 (28.6%)

15 (11.9%)

 Communications, advertising, or promotion methods

47 (37.3%)

43 (34.1%)

18 (14.3%)

 

Median

Minimum

Maximum

Farming experience (years)

23.00

3.00

55.00

Farm gross sales (categorical)b

4.00

2.00

8.00

  1. aPercentages are based on sample of 126 and may not sum to 100. Residuals are missing data or ‘does not apply’ responses, which received a score of zero in innovation index generation
  2. bCategorical variable where 1 = less than $10,000; 2 = $10,000 to $24,999; 3 = $25,000 to $49,999; 4 = $50,000 to $99,999; 5 = $100,000 to $249,999; 6 = $250,000 to $499,999; 7 = $500,000 to $999,999; and 8 = $1 million and over