Information Flow along Catfish Marketing Channels in Nigeria: Whither the Role of Mobile Telephony

Animashaun, Jubril Olayinka and Fakayode, Segun Bamidele and Ayinde, Opeyemi E (2015) Information Flow along Catfish Marketing Channels in Nigeria: Whither the Role of Mobile Telephony. AGRÁRINFORMATIKA / JOURNAL OF AGRICULTURAL INFORMATICS, 6 (1). pp. 72-79. ISSN 2061-862X

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Abstract

The objectives of this study were two-folds. First, examined the use of mobile phone technology to facilitate catfish marketing and second, identified the determinants of variations in the frequency of mobile phone use for catfish marketing among agents involved in the marketing chain. The study was carried out in Kwara-state, Nigeria. One hundred and forty respondents were stratified and randomly sampled and data was collected through the use of well-designed questionnaires. Descriptive and Poisson regression model were used to analyze the data. The study identified the use of mobile phone along five communication channels used for catfish marketing. Annual income generated from catfish business was significant in explaining variations observed in the frequency of mobile phone use (p<0.05). Findings imply that use of mobile phones can assist in the commercialization process of the catfish marketing and may help to forestall possible market failure. The study recommends the need for policymakers and the private sector to facilitate means of enabling access to mobile use. Furthermore, similar study can be conducted in the rural areas to ascertain specific determinants of mobile phone uses for agricultural marketing in the less urban areas.

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