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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 selected material from the Fourth African Agricultural Markets Program (AAMP) policy symposium, Agricultural Risks Management in Africa: Taking Stock of What Has and Hasn’t Worked, organized by the Alliance for Commodity Trade in Eastern and Southern Africa and the Common Market for Eastern and Southern Africa that took place in Lilongwe, Malawi, September 6-10, 2010. We draw almost exclusively from Rashid and Jayne’s summary, “Risk Management in African Agriculture: A review of experiences.” This article summarizes across the background papers, with major findings grouped into three broad categories: cross cutting, government-led policies, and modern instruments.