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ICT-enabled agribusiness: case of female fresh fish marketers in coastal area of Ogun State, Southwest Nigeria

A.A. Obisesan
O. Oduntan
E.L. Adetola


This study investigated the use of ICTs and the influence on income among female fresh fish marketers. Multistage sampling procedure was employed in the selection of 80 respondents and primary data were collected using questionnaire. Data were analyzed using descriptive statistics, logit regression model and z-test. From the results, most of the respondents (67.5%) accessed marketing information through radio. Among the modern ICTs considered in the study, mobile phone was commonly used to access market information and to contact customers. Years of education, access to credit and marketing experience positively influenced the probability of utilizing modern ICTs in fish marketing while age had negative influence. The mean weekly net income of users of modern ICTs was significantly higher than income of non-users by ₦5,582.63 (US$15.50). The study concludes that ICTs enhanced fish marketing and have positive effect on the income of users. There should be public-private partnership investments in ICT and other infrastructure that could enhance agribusiness particularly for female agripreneurs in rural communities.

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eISSN: 0855-0042