The Use of Mobile Phone in Beef Cattle Marketing Among Smallholder Farmers: The Case of Girar Jarso District of North Shoa Zone, Oromia Region, Ethiopia

Abstract: Mobile phone supports farmers to have access to lucrative beef cattle markets by increasing access to timely market information. This study focuses on use of mobile phone in beef cattle marketing among smallholder farmers in Girar Jarso district, Oromia region, Ethiopia. Specifically  the study were designed to assess the contributions of mobile phone in beef cattle marketing, to identify factors affecting use of mobile phone in beef cattle marketing and to identify the constraints in use of mobile phone in beef cattle marketing by smallholder farmers. A total of 144 sample households were selected randomly from three purposively selected kebeles of Girar Jarso district based on beef cattle production and marketing potential. Descriptive statistics, inferential statistics and binary logistic regression model were used to analyze quantitative data whereas conceptual generalization, interpretation, narration and triangulation were used for qualitative data analysis. In this study, 59% of the respondents were mobile phone users and 41% were non users. Major contributions of mobile phone were to; save time in search for the market, get price information, disseminate market information among farmers, make informed marketing decision, increase income, negotiate price with cattle buyers and increase interaction and communication with  many cattle buyers  The model result indicated that sex of household head, education level, total annual income, credit access; cattle market information access and number of beef cattle owned were significant determinants of mobile phone use. Furthermore, poor extension service, lack of operating skill, poor network coverage, problem of electricity and high cost of mobile phone were constraints to use mobile phone. From this finding it was concluded that farmers didn’t obtain full benefit from mobile phone due to the existence of different constraints in the area. Therefore, the government should fulfill essential infrastructures for farmers (such as electricity and network coverage) and also should promote training and education for extension agents and farmers to create awareness on mobile phone uses on their beef cattle marketing which is crucial for the betterment of the smallholder farmers.

Keywords: Mobile Phone .logistic regression model, Contributions, constraints, Beef Cattle Marketing.