Use Of Cell Phones Among Selected Food Crop Marketers In Ibadan Metropolis, Nigeria

Abstract

The introduction of cell phone services in Nigeria has eased the conduct of business activities including agricultural businesses with the elimination of hitches in the communication system. This study investigated the use of mobile phones among selected food crop marketers in Ibadan metropolis. Multistage sampling technique was used to sample two hundred and one respondents in the study area. Qualitative (In-depth Interview with Key Informants and Focus Group Discussion) and quantitative (surveys) were conducted. Data collected were described with frequency distribution and percentages, and analyzed with chi-square, and PPMC. Majority (94.5%) of the marketers in the study area had high knowledge of basic cell phone applications. Despite this, 52.2% of the marketers had low use level of their cell phones in their marketing activities. Their major sources of market information remain informal gatherings, trade unions, and radio. A significant relationship existed between respondents' knowledge of basic cell phone applications (r = 0.230; p < 0.050) and their use of cell phones in marketing activities. It is concluded that agricultural marketers have not been directly or intentionally using cell phones as a tool of communication in their activities in an effective manner. Extension agents should be trained to use cell phone applications beyond basics, like video sharing, bulk SMS and picture messaging to reach out to agricultural marketers, train marketers to use them, and inform them of its efficacy in curbing shortchanging activities.