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

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dc.contributor.author Nyagango, Alex I.
dc.contributor.author Sife, Alfred S.
dc.contributor.author Kazungu, Isaac E.
dc.date.accessioned 2024-08-27T05:34:23Z
dc.date.available 2024-08-27T05:34:23Z
dc.date.issued 2024
dc.identifier.uri http://repository.mocu.ac.tz/xmlui/handle/123456789/1390
dc.description.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. en_US
dc.language.iso en en_US
dc.publisher Moshi Co-operative University en_US
dc.subject Mobile-phone en_US
dc.subject Satisfaction en_US
dc.subject Agricultural en_US
dc.subject Marketing en_US
dc.subject Information en_US
dc.subject Grape en_US
dc.title Factors influencing Satisfaction with mobile phone use for Accessing Agricultural Marketing Information by grape smallholder farmers in Dodoma, Tanzania en_US
dc.type Article en_US


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