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Effectiveness of Communication Methods among Actors in the Cassava Market Chain in Ugwunagbo Local Government Area, Abia State, Nigeria
Abstract
The study assessed the effectiveness of communication methods among actors in cassava market chain in Ugwunagbo Local Government Area of Abia State, Nigeria. A multistage sampling procedure was used to select 100 actors in cassava market chain. Data was elicited using structured questionnaire and analysed using percentages, means and binary logistic regression. Results indicate that actors in cassava market chain were highly dominated by producers (72%) with very few processors (22%), distributors (5%), and wholesalers (1%). The following communication methods were perceived as effective: face to face (( 3.92) and voice (( 3.60) for producers; face to face (( 4.00), voice call ((3.45) and text messages ((2.00) for processors; voice call ((4.00), face to face ((3.20), and text messages ((2.80) for distributors; face to face ((4.00), and Social media ((4.00) for wholesalers. The study concluded that the effective communication methods among actors in the cassava market chain in the study area were individual communication. The study recommended capacity building in the use of information and communication Technologies (ICTs), mass media, and formation of cooperatives to foster more inclusive communication systems.
