Challenges and Prospects of ICT Use in Agricultural Marketing: The Case of East Hararghe Zone, Oromia National Regional State, Ethiopia

Up-to-date market information on prices for commodities, inputs and consumer trends can improve farmers’ livelihoods substantially and have a dramatic impact on their negotiating positions. Information on new marketing opportunities and the market prices of farm inputs and outputs is fundamental to an efficient and productive agricultural economy. The main focus of this study was on Information and Communication Technologies (ICT) use on agricultural marketing. Use of ICT (mobile phone, radio and television) and factors affecting ICT use in agricultural marketing in Eastern Hararghe were the objectives of this study. Random sample of 210 producers were selected from six purposively selected kebeles from Haramaya, Kersa and Metta woredas based on their production potential. Descriptive statistics and binary logistic regression model were used for analyzing the data and 63.8% were ICT users while 36.2% were not. The model result indicated that age, year of education, information seeking behavior and participation in trainings were significant determinants of ICT use. Network availability in the area, construction of electric line and infrastructures, network coverage throughout the country, affordable cost of simcard with free air time were opportunities for mobile phone use. Construction of electric line and infrastructures, wide area coverage of the frequency were opportunities for radio and television use. Alternative power source (battery) and expansion of Frequency Modulation (FM) stations were other opportunities for radio use. Interruption of network and electricity, language problem, absence of organized source of information are some challenges to use ICT. Adult education and trainings are useful to promote the awareness of producers; establishing basic infrastructures and services including electricity is basic requirement for ICT utilization. For the effective use of ICT, local languages needs to be used and trainings about how to use ICT also need to be provided. Challenges and Prospects of ICT Use in Agricultural Marketing: The Case of East Hararghe Zone, Oromia National Regional State, Ethiopia