Assessing the influence of information communication technology (ICT) on the marketing of tomatoes by smallholder farmers in Chiweshe communal area
- Author
- Deve, V.C.
- Title
- Assessing the influence of information communication technology (ICT) on the marketing of tomatoes by smallholder farmers in Chiweshe communal area
- Abstract
- Tomatoes are produced and consumed around the world. In Zimbabwe, tomato production is a source of income for rural populations. However, this sector faces many challenges like post-harvest losses and inadequate market information. In spite of ICT use in agricultural marketing of among smallholder farmers in Zimbabwe, there is still limited information on the ICT usage in marketing of tomatoes among smallholder farmers in Chiweshe communal area. This study was done in Chiweshe communal Area. Data was collected from a sample size of 100 households which were selected using a random sampling technique. Primary data was collected using structured questionnaire. Descriptive statistics was used to analyze the ICT tools in the marketing of tomatoes, the available marketing channels and the challenges using ranking and scoring method. Gross margin analysis was used to indicate the profitability of the available marketing channels. The study found high mobile phone penetration among respondents. However traditional ICT tools like radio are still dominant. Agricultural applications and general internet usage showed minimal adoption. The research identified two marketing channels employed by farmers which are from farmer direct to consumer and from farmer to intermediary traders to consumers while online selling showed zero adoption. Poor network coverage emerged as the most critical barrier followed by high data costs. The government is recommended to prioritize expanding reliable network coverage, reducing data costs, and addressing digital literacy gaps to enhance ICT adoption and utilization for agricultural marketing in rural areas.
- Date
- OCTOBER 2025
- Publisher
- BUSE
- Keywords
- Information Communication Technology (ICT)
- Smallholder farmers
- Agricultural marketing
- Market access
- Supervisor
- Dr N. Mafuse
- Media
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Deve - AEM.pdf