Types of Research
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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 presents a comparative analysis of men and women and of male- and female-headed households in Tanzania using data from the 2008/2009 wave of the Tanzania National Panel Survey (TZNPS), part of the Living Standards Measurement Study – Integrated Surveys on Agriculture (LSMS-ISA). We compare farm activity, productivity, input use, and sales as well as labor allocations by gender of the respondent and of the household head. In households designated “female-headed” a woman was the decision maker in the household, took part in the economy, control and welfare of the household, and was recognized by others in the household as the head. For questions regarding household labor (both non-farm and farm), the gender of the individual laborer is recorded, and we use this to illustrate the responsibilities of male and female household members. An appendix provides the details for our analyses.