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