Types of Research
Consumer attitudes are a key component in private sector market segmentation. Knowledge about consumers’ tastes can lead to better product design and more effective communication with target markets. Similarly, evidence suggests that farmers’ attitudes influence whether they adopt productivity-increasing technologies. Using consumer insights from the private sector, agricultural intervention programs can use market research, product development, and communication strategies to better understand farmers as consumers and best target interventions. This brief provides an overview of how farmers' attitudes affect their willingness to adopt new technology, and how knowledge of farmer attitudes can improve program design and implementation.
This brief explores how two datasets – The Tanzania National Panel Survey (TZNPS) and the TNS-Research International Farmer Focus (FF) – predict the determinants of inorganic fertilizer use among smallholder farmers in Tanzania by using regression analysis. The (TZNPS) was implemented by the Tanzania National Bureau of Statistics, with support from the World Bank Living Standards Measurement Study – Integrated Surveys on Agriculture (LSMS-ISA) team and includes extensive information on crop productivity and input use. The FF survey was funded by the Bill and Melinda Gates Foundation and implemented by TNS Research International and focuses on the on the behaviors and attitudes of smallholder farmers in Tanzania. The two datasets produce relatively comparable results for the primary predictors of inorganic fertilizer use: agricultural extension and whether or not a household grows cash crops. However, other factors influencing input use produce results that vary in magnitude and direction of the effect across the two datasets. Distinct survey instrument designs make it difficult to test the robustness of the models on input use other than inorganic fertilizer. This brief uses data inorganic fertilizer use, rather than adoption per se. The TZNPS did not ask households how recently they began using a certain product and although the FF survey asked respondents how many new inputs were tried in the past four planting seasons, they did not ask specifically about inorganic fertilizer.