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Table 9 Items of performance scales and scale reliabilities

From: Competitive strategies among Ontario farms marketing direct to consumers

  Current performancea [Alpha = 0.831; AVE = 0.617] Expected performanceb [Alpha = 0.922; AVE = 0.799]
  Mean Std. deviation Loading Mean Std. deviation Loading
Gross farm sales 4.16 1.54 0.620 4.91 1.22 0.961
Net farm income 3.49 1.62 0.742 4.68 1.36 0.849
Cash flow 3.76 1.69 0.956 4.63 1.21 0.867
  1. aScale ranged from 1 (very dissatisfied) to 7 (very satisfied)
  2. bScale ranged from 1 (will deteriorate significantly) to 7 (will improve significantly)