Assessing the Impact of Mobile-Based Advisory Services on Smallholder Tomato Farmers’ Productivity

Thesis Abstract

Smallholder tomato farmers in developing regions face persistent challenges related to limited access to timely, accurate, and region-specific agricultural information, which adversely affects their productivity and income levels. The proliferation of mobile technology presents an opportunity to bridge information gaps through mobile-based advisory services (MBAS), yet empirical evidence regarding their impact on smallholder farmers’ productivity remains limited and context-specific. This study aims to assess the impact of mobile-based advisory services on smallholder tomato farmers’ productivity, with a focus on identifying the factors influencing adoption, evaluating changes in farming practices, and measuring output improvements attributable to participating in MBAS programs. The specific objectives of the study are to (1) determine the extent of MBAS adoption among smallholder tomato farmers, (2) analyze the effect of MBAS on farmers’ productivity, (3) identify key barriers and facilitators influencing adoption, and (4) assess farmers’ perceptions of the usefulness and usability of MBAS. The research employs a mixed-methods approach, integrating quantitative survey data with qualitative insights. The population comprises smallholder tomato farmers within the productive districts of the region, totaling approximately 3,200 identified farmers. A stratified random sampling technique is employed to select a representative sample of 384 farmers for the quantitative survey, supplemented by 20 in-depth interviews to explore contextual factors affecting adoption and impact. Data collection instruments include structured questionnaires administered through face-to-face interviews, supplemented by focus group discussions and key informant interviews with extension agents and mobile service providers. To ensure validity and reliability, the questionnaire was pretested on a subset of 40 farmers, with Cronbach’s alpha coefficients exceeding 0.8 for key scales. Quantitative data are analyzed using descriptive statistics, chi-square tests, and multiple regression analysis to quantify the influence of MBAS on productivity and identify significant predictors. Thematic analysis is used to interpret qualitative data, providing contextual understanding of farmers’ perceptions and experiences. The expected results indicate that farmers who actively utilize MBAS exhibit a significant increase in tomato yields and income levels compared to non-users. Regression analysis is anticipated to reveal that factors such as farmers’ education level, access to mobile devices, perceived usefulness of the services, and training influence adoption rates. Qualitative findings are expected to highlight the importance of timely information, ease of use, and trust in service providers as key determinants of successful implementation. The study contributes to existing knowledge by providing empirical evidence on the tangible benefits of ICT-driven extension approaches in the context of smallholder vegetable production, and expands the theoretical understanding by validating the applicability of the Technology Acceptance Model (TAM) and Diffusion of Innovation Theory (DOI) in this setting. The main conclusion underscores that mobile-based advisory services significantly enhance tomato productivity among smallholder farmers, provided that barriers such as digital literacy, access to mobile devices, and information relevance are addressed. The study recommends scaling up voice-based and SMS advisory programs, integrating mobile services with existing extension systems, and developing tailored capacity-building initiatives to improve digital literacy. It also suggests further research to explore long-term sustainability and scalability of MBAS in diverse agro-ecological zones. Overall, this study affirms the potential for ICT-enabled extension services to contribute meaningfully to agricultural development and smallholder livelihood enhancement through improved access to critical cropping information.