Use of Media Marketing Tools among Cassava Growers in Oyo State, Nigeria

Capabilities for Information and Communication Technologies applications (Cyber-extension) in Agriculture

  • Olubunmi Jokotola Adelakun Institute of Agricultural Research and Training Moor Plantation Ibadan
  • Kehinde Adesina Thomas
  • Bosede Olukemi Lawal

Abstract

Abstract
The study investigated the level of use of Media Marketing Tools (MMTs) among cassava growers in Oyo State. Interview schedule was used to collect data from a sample size of 192 respondents across the senatorial districts of the state. Data was analysed using descriptive and inferential statistics. Results revealed that respondents’ years of farming experience, marketing experience and annual income were 16 11.2 years, 12.5 , and N625,833.3  respectively. Despite wider spread and use of media marketing tools for agricultural products and services globally, use of MMTs was low in the study area. Unstable power supply ( =2.0, 0.00), high cost of devices for accessing media marketing tools ( = 1.98, 0.10) and lack of technical know-how ( =1.97, 0.14) were identified as constraints to the use of the tools. Significant relationship existed between awareness (r= -0.57, p=0.00) and the use of media marketing tools, while knowledge (r= 0.355, p=0.067) did not have significant association with the use of the tools. Hence, there is need for intensified awareness and training of cassava growers by all extension stakeholders on the use of MMTs for improved productivity.

Author Biographies

Olubunmi Jokotola Adelakun, Institute of Agricultural Research and Training Moor Plantation Ibadan
South west Farming Systems Research and Extension Programme
Kehinde Adesina Thomas
Reader at the department of Agricultural Extension and Rural Development, University of Ibadan, Ibadan, Nigeria
Bosede Olukemi Lawal
A professor at Institute of Agricultural Research and Training, Moor Plantation, Ibadan, Nigeria
Published
2020-01-16
How to Cite
ADELAKUN, Olubunmi Jokotola; THOMAS, Kehinde Adesina; LAWAL, Bosede Olukemi. Use of Media Marketing Tools among Cassava Growers in Oyo State, Nigeria. Journal of Agricultural Extension, [S.l.], v. 24, n. 1, p. 148-156, jan. 2020. ISSN 2408-6851. Available at: <http://journal.aesonnigeria.org/index.php/jae/article/view/2353>. Date accessed: 28 oct. 2020.
Section
General Extension and Teaching Methods