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This study examines the use of databases to improve marketing techniques and customer segmentation in lending institutions. Specifically, this study examines the use of products and services by agricultural customers, and then determines the relationship between the use of those products and services with farm business characteristics. Information is also obtained on the interest rate sensitivity of the producers and correlated with farm business characteristics. The importance of technology and strategic alliances and other influences in the decision making process are determined after survey analysis. The survey was sent to producers who had some type of loan. Respondents from this study used an average of 3.2 loan products and 7.6 services for a total of 10.8 loans and services. Only 1 percent of the respondents indicated that they did not have a personal checking account. Twelve percent of the respondents indicated that they did not use a credit card. Only 16 percent of the respondents indicated that they used leasing services. Investment products did not have a high percentage of use. Thirty-three percent indicated they were using certificates of deposit, while only 21 percent indicated the use of money market funds, and 30 percent indicated the use of mutual funds. Thirty-seven percent indicated they were using IRAs. However, most of the respondents were using some form of insurance. Three-fourths of the respondents were using life insurance, while only 21 percent indicated that they did not possess disability insurance. Other services were also analyzed in this study. Only 15 percent of the respondents indicated that they were utilizing estate planning services, despite the 67 percent of respondents who were greater than age 41 and the 58 percent of respondents with greater than $500,000 in assets. Seventeen percent of the respondents were using an appraisal service. Due to the lower levels of usage for the investment products, this study focused on the relationship between farm characteristics and the investment products. This study showed that a relationship existed between farm and non-farm income with IRA usage. iii Only farm income had a relationship with money market fund usage and mutual fund usage. While, the use of estate plans was related to asset level. The analysis on interest rate sensitivity was determined by the amount an interest rate would have to decrease for a producer to switch lending institutions. The producers who were found to be less interest rate sensitive were those who had lower farm and non-farm incomes, lower asset levels, lower education levels, higher debt-to-asset ratio, and those who owned a computer. This implies that these are the more loyal customers to an institution or perhaps these producers have fewer opportunities to switch institutions. Producers in this study indicated that when selecting a lender/service provider, a competitive interest rate (76 percent of respondents) and the institution being a dependable source of credit (75 percent) was important. Knowledge of agriculture was also very important (69 percent of respondents). Internet banking and educational seminars rated as the characteristics that were least important, 3 percent and 9 percent, respectively. However, in the decision making process, lenders (69 percent of respondents), accountants (53 percent), and veterinarians (38 percent) were shown to be very important. The spouse/partner has considerable influence also on decision making. Sixty-seven percent of the respondents indicated that the spouse/partner had a considerable influence on investment decision, while sixty-one percent of the respondents indicated that the spouse/partner had a considerable influence on credit decisions. Five specific recommendations were made to the institutions following this study. These recommendations include: use of technology, institutional use of databases, use of influencers, and targeting and segmenting the marketplace. / Master of Science

Master of Science

Webster describes education as ….. “a science dealing with the principles and practice of teaching and learning". Vocational Agricultural Education endeavors to train present and prospective famers for proficiency in farming. The end of World War II found this country faced with the problem of readjusting to civilian life many millions of men and women who so ably served their country in the armed forces. The Servicemen’s Readjustment Act of 1944., Public Lew 346, and The Act Providing for Vocational Rehabilitation of Disabled Veterans, Public law 16, commonly called the G. I. Bill of Rights, was formulated by the 78th Congress of the United States with the expressed idea in mind of rehabilitating and re-establishing veterans of World War II into a more permanent and satisfactory way of life. The application of the provisions of these laws, as amended by Public law 377, 80th Congress, makes specific provisions for training; veterans who elected to pursue a course of Institutional on-farm training. The responsibility for training those veterans who had returned to the fam to live, finally rested with the Virginia State Department of Education. Much work had been done in connection with this program. Supervisors and instructors have spent many hours of concentrated work and study in carrying out a program designed to meet the requirements of the law, with specific emphasis placed on the needs of the individual veteran. The purpose of this study was to show some of the conditions and practice: being; followed in carrying out the institutional on-farm training; program, and any evidence of success that the program may show. / Master of Science

This research uses a mixed methods approach to analyze recent climate and land use changes, and farmers\' perceptions of climate change and its impacts on traditional agriculture in the village of Keur Samba Guéye (KSG). This work looks at the influence of social beliefs in adoption of new strategies by small farmers in this region, a topic that has received little or no study to date. Traditional agriculture in KSG is not very productive at present because of the impoverishment of the area and traditional agricultures strong dependency on natural climatic conditions. In this research, I identified recent climatic trends, documented changes in land use/land cover (LULC) from 1989 to 2011, and assessed farmers\' perceptions of climate change and their responses to such changes. To document climate trends and LULC, I analyzed climate data of twelve meteorological stations located across the country and created a classification of satellite images of KSG for two time periods. To examine farmers\' perceptions and agricultural practices, I conducted surveys of the farmers of KSG and in surrounding villages. Most farmers reported negative impacts of climate change on their agriculture activities, and interest in adopting new agricultural strategies despite long-standing tradition. Increasing temperatures and irregularity of rainfall may have negatively impacted crop yields, but more climate data are needed to clarify this phenomenon. LULC has been influenced by both climate change and human pressure; agricultural land has declined, while bare soils have increased. Several recommendations are provided that may help farmers to cope with changing climate. / Master of Science

Master of Science