Effect of Extension Education on Farmers’ Adoption of Digital Product Catalogues
Abstract
The study examines the effect of extension education on farmers’ adoption of digital product catalogues. Digital product catalogues provide farmers with an organized electronic means of displaying information about agricultural products, including product names, descriptions, prices, quantities, and availability. Their adoption can support agricultural marketing by making product information easier to present, update, and share with potential customers. The study will assess farmers’ access to extension education relating to digital product catalogues and determine the extent to which extension personnel provide information and practical guidance on their creation, management, and use. It will also examine the level of farmers’ adoption of digital product catalogues and determine how farmers use these tools to display and communicate information about their agricultural products. A descriptive survey research design will be adopted for the study. Data will be collected from selected farmers using structured questionnaires administered through an appropriate sampling procedure. The data obtained will be analyzed using descriptive statistics such as frequency counts, percentages, mean, and standard deviation, while an appropriate inferential statistical technique will be used to determine the effect of extension education on farmers’ adoption of digital product catalogues. The study is expected to reveal that farmers who receive regular extension education are more likely to adopt digital product catalogues for agricultural marketing. Extension education is expected to improve farmers’ knowledge of digital product presentation and their ability to organize and share relevant product information with potential buyers. However, limited digital literacy, inadequate access to smartphones and internet services, lack of technical skills, and the cost of maintaining digital platforms may constrain adoption. The findings will be useful to agricultural extension officers, agricultural development agencies, policymakers, digital agricultural service providers, and farmers’ organizations by providing information on the role of extension education in promoting digital marketing tools among farmers. The findings may also assist in developing practical extension programmes that improve farmers’ digital marketing skills and enhance their ability to present agricultural products to potential customers. The study will conclude that effective extension education can contribute to improved adoption of digital product catalogues among farmers. It will recommend strengthening extension training on digital agricultural marketing, improving farmers’ digital literacy, promoting access to affordable digital tools, and providing practical guidance on developing and maintaining useful digital product catalogues.
Keywords: Extension education, farmers, digital product catalogues, agricultural marketing, digital agriculture, product information, digital marketing, farm products, online marketing, digital literacy, agricultural communication, product promotion, market access, digital tools, agribusiness.
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