Choice of Information and Communication Technology Tools in Tomato Marketing Among Smallholder Farmers in Kirinyaga County, Kenya

Abstract

This study examined the factors influencing the choice of information and communication technology (ICT) tools used in tomato marketing by smallholder farmers in Kirinyaga County, Kenya. Households were selected through a combination of purposive, two-stage stratified and probability proportionate to size sampling techniques. The study employed Semi-structured interview schedules to collect data from the sampled small-scale tomato farmers. Factors affecting the choice of ICT tools in tomato marketing were identified using multivariate model. The study revealed that age, income, level of education, farmers’ experience, and farm size, tomato production, willingness to pay for ICT tools, tomato prices and knowledge on ICT are predictors of choice of ICT use. ICT should be given in such a way that all farmers can get information as per their need. Policy makers and agricultural extension agents should create awareness on the use and importance of ICT tools for farmers to accept and use available ICT tools.