Choice of Information and Communication Technology Tools in Tomato Marketing Among Smallholder Farmers in Kirinyaga County, Kenya.

Abstract

Abstract This study examined the factors influencing the choice of information and communication technology (ICT) tools used in tomato marketing by smallholder farmers in Kirinyaga County, Kenya. Households were selected through a combination of purposive, two-stage stratified and probability proportionate to size sampling techniques. The study employed Semi-structured interview schedules to collect data from the sampled small-scale tomato farmers. Factors affecting the choice of ICT tools in tomato marketing were identified using multivariate model. Data analysis reviewed that socio-economic variables have significant influence on the choice ICT tools used. The result showed that age, income, level of education, farmers’ experience, farm size, willingness to pay for ICT tools and tomato production are predictors of choice of ICT use. However, variables such as land ownership and labour have no significant influence on the choice of ICT tools used. This study provides relevant organizational bodies and policy makers with required information that will help in improving the tomato marketing sector through promotion of ICT use.