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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.
The purpose of this literature review is to identify the linkages between increases in agricultural productivity and poverty reduction. The relevant literature includes economic theory and evidence from applied growth and multiplier models as well as micro-level studies evaluating the impact of specific productivity increases on local poverty outcomes. We find that cross-country and micro-level empirical studies provide general support for the theories of a positive relationship between growth in agricultural productivity and poverty alleviation, regardless of the measures of productivity and poverty that are used. The evidence also suggests multiple pathways through which increases in agricultural productivity can reduce poverty, including real income changes, employment generation, rural non-farm multiplier effects, and food prices effects. However, we find that barriers to technology adoption, initial asset endowments, and constraints to market access may all inhibit the ability of the poorest to participate in the gains from agricultural productivity growth.