Logit Regression Analysis of Factors Influencing the Use of Mass Media by Rice farmers in Gassol Local Government Area of Taraba State, Nigeria

Abstract

The study analyses the drivers of mass media utilization among rice farmers in Gassol local Government Area of Taraba State, Nigeria.  Purposive random sampling methods were used to generate data from 160 respondents. Data collected were analyzed using descriptive  statistic and binary regression analysis. The results indicated that mean age of the respondents was 21 years and mean household size  was 8 persons and mean farming experience 12 years while mean farm size was 4 hectares. Majority (81.2%) were married with over  84.8% of the respondents were literate and well experienced in farming. Further results show that mass media available to the  respondents were radio, internet and television and ranked 1st and 2nd respectively. The major mass media available and utilized by  respondents were radio (1st), television (2nd). The agricultural information medially accessed by the respondents from the mass media  were credit facilities, marketing information, pests and diseases, fertilizer application, improved seeds and improved storage facilities.  The result also disclosed that the intensity of mass media utilization in the study area was very high. The farmers identified high cost of  mass media facilities and lack of electricity as the major constraints in the study area. The study recommends subsidizing the cost of  media facilities, increase access to electricity supply, create awareness on the use of mass media, and increasing the usage of other mass  media outlets were made to enable the respondents have full access/use of mass media to improve rice production.