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ICT AND MARKETING FOR AGRICULTURAL PRODUCTS: DETERMINANTS OF MOBILE PHONE USAGE TO SMALL SCALE ORANGE FARMERS IN TANZANIA
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Abstract
Recently the use of mobile phones has been a widespread phenomenon. Various services have been provided by mobile phones which delivers opportunities to reduce costs and incomplete information dissemination in the agricultural sector and ensure efficient functioning of markets. But in order to successfully use mobile phones for the optimal development of agricultural markets, understanding the determinants of mobile phone usage in marketing agricultural products is crucial. This study aims at assessing the determinants of mobile phone usage for marketing agricultural products of small-scale orange farmers in Muheza, Tanzania using the UTAUT model. The study applies a mixed method approach utilizing questionnaire and focus group discussion. Data were collected from 288 randomly selected small scale orange farmers. The data were analysed using structural equation modelling and content analysis techniques. Findings show that the determinants of mobile phone usage for marketing of agricultural products are Effort expectance, social influence and facilitating conditions. Regarding the usage patterns of mobile phones, results indicate that many farmers own normal mobile phones and use those frequently.
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