ANALYSING COCOA FARMERS' PERCEPTION ON THE USE OF PRINT MEDIA FOR EXTENSION DELIVERY IN ADANSI ASOKWA, GHANA

Abstract

Community extension agents have been using various print materials like books, posters, flip charts, brochures, leaflets, newspapers, journals, magazines, and additional livelihood books to transfer improved agricultural technologies and information to cocoa farmers. However, the perception of farmers on these materials in aiding the adoption of innovations is unknown. A quantitative research approach was employed, and a structured questionnaire was used to collect data from 310 respondents. The study utilized both descriptive and inferential statistical techniques to achieve its research objectives. Results indicate that cocoa farmers perceive there are low levels of print media availability, utilization, preferability, and effectiveness. Despite the low perception of effectiveness, print media remains highly accessible to cocoa farmers and is a cost-effective method for delivering extension services. Its longevity and high engagement also contribute to its effectiveness. Factors such as household size, farm distance, marital status, years of cocoa cultivation, years of cooperative membership, economic activity, and educational level have a positive and significant influence on cocoa farmers' accessibility, utilization, and effectiveness of print media. Farmers are challenged by the infrequent and delayed delivery of print media. Agricultural agencies must therefore prioritize the timely delivery of print materials for extension activities to ensure that farmers can use them effectively.

Keywords

• accessibility
• availability
• effectiveness
• preferability
• print media
• utilization