Adoption of mobile phone for marketing of cereals by smallholder farmers in Quang Dien District of Vietnam

  • Gia Hung Hoang
Keywords: mobile phones, adoption, marketing, smallholders, Quang Dien district

Abstract

The study investigated factors that shape the Vietnamese smallholders’ adoption of mobile phones for marketing. A random sample of 161 smallholders was drawn from a total of 275 smallholders who produced and marketed cereals in Quang Dien district of Vietnam. Percentages, means, standard deviations, chi squares test, t-test and a binary logistic regression model were applied to analyse the data. This study concluded that the young male smallholders with a higher education level, who are members of community-based organisations (CBOs) and live far from an electricity base, have high income and participate in credit programs, have a greater tendency to adopt mobile phones for marketing. Lack of knowledge/skills on use of applications on mobile phones, together with language barriers and mobile phone network problems hindered smallholder adoption of mobile phones for marketing.

Keywords: mobile phones, adoption, marketing, smallholders, Quang Dien district

Published
2020-02-04
Section
Articles

Journal Identifiers


eISSN: 2408-6851
print ISSN: 1119-944X