“…Literature has established that farmers' market participation and adoption of technologies are mainly influenced by their socio-economic and demographic factors such as education level (Gani & Hossain, 2015;Magesa, Michael, & Ko, 2014), age along with sex of the main decision maker, farmers' resource endowments (Boughton et al, 2007) as well as access to agricultural markets (Fafchamps, Gabre-Madhin, & Minten, 2005;Jayne et al, 2010) and critical market development support services (Aker & Ksoll, 2016;Boateng, Hinson, Galadima, & Olumide, 2014). These variables shape farmers' market orientation (Fischer & Qaim, 2012), production (Musah et al, 2014), and their willingness to adopt new production and communication technologies (Boateng et al, 2014;Tadesse & Bahiigwa, 2015) such as improved seeds and mobile phones.…”