Factors influencing farmers’ utilisation of marketing information sources: some empirical evidence from Pakistan

ABSTRACT

This study empirically investigates the factors influencing Pakistani cotton farmers’ utilisation of marketing information sources. Data were collected by face-to-face, interviewing 399 cotton farmers. Factors and variations of the utilisation of marketing information sources were analysed using multivariate probit, chi-square, and descriptive statistics. The results revealed significant variations among farmers in the utilisation of mobile phones, internet, television, radio, newspapers, extension services, market commission agents, and fellow farmers. The findings highlighted the usage of several combinations of ICT, traditional media, extension services, and farmers’ social relations. Furthermore, key socio-economic and institutional factors influencing marketing information utilisation were discussed.

KEYWORDS:

• ICT
• Pakistani farmers
• market information sources
• agricultural marketing

Disclosure statement

No potential conflict of interest was reported by the authors.

Additional information

Notes on contributors

Muhammad Yaseen

Muhammad Yaseen is from School of Economics and Management, Neijiang Normal University, Neijiang, Sichuan, China.

Mokbul Morshed Ahmad

Mokbul Morshed Ahmad is from Department of Development and Sustainability, Asian Institute of Technology, Klong Luang, Pathum Thani, Thailand.

Peeyush Soni

Peeyush Soni is from Department of Agricultural and Food Engineering, Indian Institute of Technology Kharagpur, West Bengal, India.

John K. M. Kuwornu

John K. M. Kuwornu is from School of Graduate Studies, University of Energy and Natural Resources, Sunyani, Ghana.

Shahab E. Saqib

Shahab E. Saqib is from Higher Educational Department, Mardan, Khyber Pakhtunkwa, Pakistan.