Table 4 Exploratory factor analysis results for market information quality

Items

 I received trust worthy information on honey packaging container preference of buyers

0.936

 I don’t receive trust worthy information on honey buyer®

0.935

 I do not receive trust worthy information on product pack size preference of buyers®

0.897

 The information I received on places of honey delivery is trust worthy

0.860

 The information I received on honey quality preferences of buyers is trust worthy

0.856

 The information I received on market prices of honey is not trust worthy®

0.786

Cronbach alpha

0.945

 I don’t always receive correct information on market prices of honey®

0.952

 The information I received on places of honey delivery is always correct

0.940

 I don’t receive correct information on honey buyer®

0.901

 The information I received on honey quality preferences of buyers is always correct

0.886

 I do not receive correct information on product pack size preference of buyers®

0.773

 I received correct information on honey packaging container preference of buyers

0.712

Cronbach alpha

0.931

 The information I received on market prices of honey is not used in marketing honey®

0.925

 The information I received on honey packaging container preference of buyers is used in marketing honey

0.905

 I do not use information on product pack size preference of buyers to market honey®

0.895

 I use information on honey quality preferences of buyers to market honey

0.852

Cronbach alpha

0.917

 I received information on honey quality preferences of buyers on time

0.931

 I received information on places of honey delivery on time

0.915

 I don’t received information on market prices of honey on time®

0.905

Cronbach alpha

0.915

Percentage variance explained

25.1%

24.2%

17.0%

13.8%