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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 desk study reports on the small-scale machinery sector in China and a selection of SSA countries: Ethiopia, Tanzania, Nigeria, Burkina Faso, and Uganda. The report is organized into three sections. Section 1 discusses the current state of small-scale agricultural machinery in SSA for crop and livestock production in each of the SSA countries identified. It also seeks to identify major areas of need in terms of agricultural mechanization and major constraints to agricultural machinery adoption, dissemination and maintenance. Section 2 focuses on the agricultural machinery sector in China and Chinese Africa relationships in agricultural development. It also identifies the major government players in the Chinese agricultural machinery sector. Section 3 is a “directory” of small-scale agricultural machinery manufactured in China with potential relevance for SSA smallholder farmers. We divide machines by function (e.g. threshing) although many Chinese machines are multi-function and can serve multiple purposes. We also note applicable crops, if listed by the manufacturers, and technical specifications as available.