Adoption of mobile phone for marketing of cereals by smallholder farmers in Quang Dien District of Vietnam

Abstract

The study investigated factors that shape the Vietnamese smallholders’ adoption of mobile phones for marketing. A random sample of 161 smallholders was drawn from a total of 275 smallholders who produced and marketed cereals in Quang Dien district of Vietnam. Percentages, means, standard deviations, chi squares test, t-test and a binary logistic regression model were applied to analyse the data. This study concluded that the young male smallholders with a higher education level, who are members of community-based organisations (CBOs) and live far from an electricity base, have high income and participate in credit programs, have a greater tendency to adopt mobile phones for marketing. Lack of knowledge/skills on use of applications on mobile phones, together with language barriers and mobile phone network problems hindered smallholder adoption of mobile phones for marketing.Keywords: mobile phones, adoption, marketing, smallholders, Quang Dien district

Mobile phone technology for increasing banana productivity among smallholder farmers in Uganda

“…Those farmers with more farming experience tend to use technology more than those with less experience (Abebe and Mammo Cherinet, 2018). This might be that longer experience in farming increase exposure to ICTs that is used in agricultural activities including market access (Hoang, 2020).…”

“…Mobile phones have the potential to amplify the speed and ease, and to introduce new ways of sharing information. The use of mobile phones in agriculture has already been known to increase production (Abraham, 2007;Jensen, 2007;Bhavnani et al, 2008;Nakasone et al, 2014;Ogbeide and Ele, 2015;Amir et al, 2016;Hoang, 2020;Thimnu, 2020). Phones can enable interactive communication flow unhindered by space, volume, medium or time, thereby influencing the existing communicative ecologies (Deribe, 2016;Misaki et al, 2018).…”

“…There are studies that dwell on factors affecting mobile phone use in developing countries (Falola and Adewumi, 2011;Yakubu et al, 2013;Hadi and Lee, 2010;Hoang, 2020) but these are limited in the Uganda context. The extent of rapidly spreading mobile phone usage in developing countries for agricultural development faces several challenges.…”

“…Several studies have generally revealed that access to communication technologies has significant impact on economies, poverty reduction and agricultural development (Abraham, 2007;Jensen, 2007;Bhavnani et al, 2008;Aker and Mbiti, 2010;Misaki et al, 2018;Hoang, 2020;Thimnu, 2020). In Uganda, a few studies on the application of mobile phones in agricultural information access have been completed (Masuki et al, 2010;Muto and Yamano, 2009;Blauw and Franses, 2016;Munyegera and Matsumoto, 2016;Sekabira and Qaim, 2017).…”

Sustainable Water Conservation Practices and Challenges among Smallholder Farmers in Enyibe Ermelo Mpumalanga Province, South Africa

“…The implication here, is that respondents who had higher level of training and education were in the category of adopters of water conservation practice. This finding is supported by the study of Hoang, G.H. (2020), found that educated farmers appreciate and adopt the use of mobile phone in marketing cereals than the uneducated farmers.…”