Assessment of Factors that Affect Market Orientation of Cassava Farmers in Osun State, Nigeria

Abstract

The study examined market orientation and market information sources for cassava farmers in Osun State, Nigeria. Multi-stage sampling procedure was used to select one hundred and twenty (120) respondents. With the use of structured questionnaire, data were collected on socioeconomic characteristics, sources of market information, specific market information available to cassava farmers, market orientation and entrepreneurial competence. Descriptive statistical tools (frequency counts, percentages, mean) and inferential statistical tool [Pearson’s Product Moment Correlation (PPMC)] were used for data analysis. Results revealed that majority (73.3%) were male with mean age of 46.48 years, and 73.3% had formal education. Most (62.5%) of the farmers had high market orientation and most sought information was on post-harvest technologies. However, the cassava farmers used less of marketing websites (17.5%), extension services (27.5%), email (29.2) and social media (35.8%) as sources of market information, and sought less of agricultural extension service information (34.2%). The study concluded that selected socio-economic characteristics and entrepreneurial competences were insignificant toward market orientation in cassava production. The study recommended that market orientation efforts should be geared toward cassava producers regardless of socio-economic status and entrepreneurial competence. Also, cassava farmers association should be willing to collaborate with extension services to build Market Information System that will be suitable to fill their specific needs at becoming market-oriented in cassava production.