Evans School Policy Analysis & Research Group (EPAR)

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.

EPAR’s Political Economy of Fertilizer Policy series provides a history of government intervention in the fertilizer markets of eight Sub-Saharan African countries: Côte d’Ivoire, Ghana, Kenya, Malawi, Mozambique, Nigeria, Senegal, and Tanzania. The briefs focus on details of present and past voucher programs, input subsidies, tariffs in the fertilizer sector, and the political context of these policies. The briefs illustrate these policies’ effect on key domestic crops and focus on the strengths and weaknesses of current market structure. Fertilizer policy in SSA has been extremely dynamic over the last fifty years, swinging from enormous levels of intervention in the 1960s and 70s to liberalization of markets of the 1980s and 1990s. More recently, intervention has become more moderate, focusing on “market smart” subsidies and support. This executive summary highlights key findings and common themes from the series.