Use of media marketing tools among cassava growers in Oyo State

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 ± 10.7 years, and ₦625, 833.3 ±₦416,367.2, 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 (x̄ =2.0, 0.00), high cost of devices for accessing media marketing tools (x̄ = 1.98, 0.10) and lack of technical know-how (x̄ =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.

Keywords: Cassava growers, marketing tools, cassava marketing