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Effect of Agricultural Advisory Services on Farmers’ Knowledge of Mobile Agricultural Markets

Abstract

Mobile agricultural markets have emerged as digital platforms that provide farmers with opportunities to access market information, connect with buyers and sellers, compare prices, advertise farm produce, and conduct agricultural marketing activities through mobile devices. These platforms can improve farmers’ access to timely market information and create opportunities for wider market participation. Agricultural advisory services can support farmers by providing information, training, demonstrations, and technical guidance on how to access and use mobile agricultural markets effectively. Assessing the effect of these advisory services on farmers’ knowledge is therefore important for understanding their contribution to digital agricultural marketing. This study will examine the effect of agricultural advisory services on farmers’ knowledge of mobile agricultural markets. It will assess farmers’ exposure to agricultural advisory services and determine how such services influence their understanding of mobile agricultural market platforms. The study will also examine farmers’ awareness of available mobile market services, their knowledge of market information features, and their understanding of how these platforms can be used to support agricultural marketing activities. The study will focus on farmers’ knowledge of mobile agricultural market applications and platforms, including access to current produce prices, identification of potential buyers, product advertising, market comparison, communication with traders, price negotiation, electronic payments, order management, and delivery arrangements. It will also consider farmers’ access to mobile phones, internet connectivity, digital literacy, frequency of advisory contact, sources of agricultural market information, and awareness of mobile-based marketing opportunities. A quantitative research approach will be adopted for the study. Data will be collected from farmers using structured questionnaires designed to obtain information on their exposure to agricultural advisory services, awareness of mobile agricultural markets, and level of knowledge of their functions and applications. The collected data will be analysed using descriptive statistics such as frequencies, percentages, means, and standard deviations, while correlation and regression analysis may be used to examine the relationship between agricultural advisory services and farmers’ knowledge of mobile agricultural markets. The study is expected to reveal that farmers who receive greater exposure to agricultural advisory services may demonstrate higher levels of knowledge of mobile agricultural markets. Advisory services may improve farmers’ understanding of how to access market information, identify buyers, advertise produce, compare prices, communicate with market participants, and use electronic payment options. However, factors such as limited digital literacy, inadequate internet access, high communication costs, lack of smartphones, limited awareness of available platforms, and concerns about online transactions may continue to affect farmers’ knowledge and effective use of mobile agricultural markets. The study will be useful to farmers, agricultural extension agents, mobile agricultural market providers, farmer organisations, agricultural marketing agencies, government institutions, policymakers, and researchers. The findings may provide information on how agricultural advisory services can strengthen farmers’ knowledge of mobile-based market opportunities and improve their ability to participate in digital agricultural marketing. Extension organisations may use the findings to develop appropriate advisory programmes that combine agricultural market information with practical digital skills. The study concludes that agricultural advisory services can contribute to improving farmers’ knowledge of mobile agricultural markets by providing relevant information, practical guidance, demonstrations, and continuous technical support. It is therefore recommended that extension agencies strengthen advisory programmes on mobile agricultural marketing and provide farmers with practical training on accessing market information, communicating with buyers, advertising produce, comparing prices, and conducting digital transactions. Stakeholders should also promote digital literacy, affordable mobile internet services, reliable connectivity, and accessible mobile agricultural market platforms to support wider farmer participation.

Keywords: Agricultural advisory services, farmers’ knowledge, mobile agricultural markets, digital agriculture, agricultural marketing, mobile applications, market information, digital marketing, market access, agricultural extension, mobile technology, produce marketing, digital literacy, electronic payments, farmers’ market participation.