Rural Communication Channels and Rice Market Participation among Smallholder Farmers in Tolon District of Ghana
*Abdul-Fatawu Shaibu1, Amin Alhassan2 & Abdul-Razak Mohammed3
1Department of Agribusiness, University for Development Studies Tamale Ghana
2Faculty of Communicatio n and Cultural Studies, University for Development Studies, Tamale Ghana.
3Council for Scientific and Industrial Research – Savannah Agricultural Research Institute (CSIR-SARI), Tamale, Ghana.
Copyright: © 2021: Shaibu et al. This is an open-access article distributed under the terms of the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original author and source are cited
Despite efforts to boost agricultural productivity in developing countries, smallholder farmers in rural areas have remained poor and one of the major reasons is lack of access to market information. Achieving sustainable agricultural development is now more focused on developing human resources. Increased knowledge and information sharing about agricultural production and value chain activities and appropriate communication methodologies are therefore critical. This study analyses the relationship between rural communication channels and smallholder farmers’ participation in the rice market in Tolon District of the Northern region of Ghana. Using descriptive statistics and the multinomial logit model, the results indicate that rice farmers in the study communities largely use community and interpersonal based communication channels to access market information and there is significant interdependency between these channels. Rice market participation is significantly influenced by age, number of communication channels used to get market information, transaction cost, sales revenue, distance to the nearest market, FBO membership, affiliation to a marketing agency and the number of non-farm income sources. The key recommendation of the study is that information presented through rural communication channels must be carefully evaluated before the choice of a channel to convey that market information across to rural farmers.
Key words; information, rural communication, channel, access, rice market, interpersonal, mass media