ICT AND MARKETING FOR AGRICULTURAL PRODUCTS: DETERMINANTS OF MOBILE PHONE USAGE TO SMALL SCALE ORANGE FARMERS IN TANZANIA

Key words: ICT, Marketing, Small scale farmers, Mobile phone usage, UTAUT, Tanzania

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. Further, the findings indicate that orange farmer’s use mobile
phones for communication, money transaction and business purposes. Therefore, the study recommends that extension
officers should be role models in using mobile phones in disseminating marketing information to farmers. In addition,
technical facilities and support should be established in rural areas. Further, the government should ensure provision
of infrastructure and equipment needed in the uptake of ICT by farmers. This study is important as the results provide
insights on the determinants of mobile phone usage in marketing of farm produce which will help agricultural
stakeholders to come up with strategies to help farmers make better use of mobile phone to enhance their marketing
activities.