Factors influencing Satisfaction with mobile phone use for Accessing Agricultural Marketing Information by grape smallholder farmers in Dodoma, Tanzania

Abstract

Purpose – Despite the vast potential of mobile phone use, grape smallholder farmers’ satisfaction with mobile phone use has attracted insufficient attention among scholars in Tanzania. The study examined factors influencing satisfaction with mobile phone use for accessing agricultural marketing information. Design/methodology/approach – The study used a cross-sectional research design and a mixed research method. Structured questionnaire and focus group discussions were used to collect primary data from 400 sampled grape smallholder farmers. Data were analysed inferentially involving two-way analysis of variance, ordinal logistic regression and thematic analysis. Findings – The findings indicate a statistically significant disparity in grape smallholder farmers’ satisfaction across different types of agricultural marketing information. Grape smallholder farmers exhibited higher satisfaction levels concerning information on selling time compared to all other types of agricultural marketing information (price, buyers, quality and quantity). Factors influencing grape smallholder farmers’ satisfaction with mobile phone use were related to perceived usefulness, ease of use, experience and cost. Originality/value – This study contributes to scientific knowledge by providing actionable insights for formulating unique strategies for smallholder farmers’ satisfaction with agricultural marketing information.