Marketing Information Needs and Seeking Behaviour of Smallholder Livestock Farmers in the Eastern Cape Province, South Africa

The Journal of Agricultural Extension Pub Date : 2020-08-13 DOI:10.4314/jae.v24i3.9

C. Nwafor, A. Ogundeji, C. V. D. Westhuizen

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引用次数: 5

Abstract

This study examined marketing information needs and seeking behaviour among smallholder livestock farmers from the Eastern Cape province in South Africa. Structured questionnaires were used to collect data from 150 livestock farmers and analysed using percentages, weighted means for ranking and correlation. The results show a dominance of market price information requirement among farmers (65%), immediate market price information need (38%), high level of need (48%), and a strong reliance on sources such as other farmers (36%), phone calls (24%) and auctions (23%) for market information. In addition to this, the listed demographic characteristics of farmers namely age, sex, education, marital status, household size, income and herd size strongly influenced their information seeking behaviour (p<0.05). Provision of additional sources of market price information, and ensuring that the personal features of farmers are taken into consideration when designing information service interventions is crucial. Keywords: behaviour, information need, information-seeking, livestock farmer, smallholder

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南非东开普省小农养殖户的营销信息需求和寻求行为

本研究调查了南非东开普省小农养殖户的营销信息需求和寻求行为。采用结构化问卷收集了150名养殖户的数据，并使用百分比、加权方法进行排序和相关性分析。结果显示，农民对市场价格信息的需求占主导地位(65%)，即时市场价格信息需求(38%)，高度需求(48%)，并强烈依赖其他农民(36%)，电话(24%)和拍卖(23%)等来源获取市场信息。此外，农民的年龄、性别、受教育程度、婚姻状况、家庭规模、收入和畜群规模等人口统计学特征对其信息寻求行为有显著影响(p<0.05)。提供额外的市场价格信息来源，并确保在设计信息服务干预措施时考虑到农民的个人特征是至关重要的。关键词:行为，信息需求，信息寻求，养殖户，小农

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The Journal of Agricultural Extension

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