THE USE OF MOBILE PHONE IN BEEF CATTLE MARKETING AMONG SMALLHOLDER FARMERS: THE CASE OF GIRAR JARSO DISTRICT OF NORTH SHOA ZONE, OROMIA REGION, ETHIOPIA

Mobile phone is an essential ICT tool which supports farmers to have access to lucrative beef cattle markets by increasing access to timely market information. However, little is known about the potential impact of mobile phone in beef cattle marketing in Girar Jarso district, Ethiopia. Therefore, this study focuses on use of mobile phone in beef cattle marketing among smallholder farmers in Girar Jarso district, Oromia region, Ethiopia. The specific objectives of the study were to assess the contributions of mobile phone in beef cattle marketing, to identify factors affecting use of mobile phone in beef cattle marketing and to identify the constraints in use of mobile phone in beef cattle marketing by smallholder farmers. A total of 144 sample households were selected randomly from three purposively selected kebeles of Girar Jarso district based on beef cattle production and marketing potential. Both primary and secondary data sources were used in the study. Descriptive statistics, inferential statistics and binary logistic regression model were used to analyze quantitative data while qualitative data were analyzed through conceptual generalization, interpretation and narration after the data has been described properly, categorized based on objectives and then integrated for inference. In this study, 59% of the respondents were mobile phone users and 41% were non users. The result of the study displayed that major contributions of mobile phone in beef cattle marketing were to save time and minimize cost in search for the market(1st); to get up-to-date price information(2nd); to easily disseminate market information among fellow beef cattle smallholders(3rd); to enable decision making on where, when and for whom to sell the cattle(4th); to increase income of the households(5th); to enable the smallholders to negotiate price with cattle buyers(6th); and to strengthen interaction and communication with many cattle buyers(7th). The binary logit regression model result indicated that sex of household head, education level, total annual income, credit access; cattle market information access and number of beef cattle owned were significant determinants of mobile phone use. The constraints of smallholders’ to use mobile phone in beef cattle marketing were poor extension service(1st), lack of operating skill(2nd), poor network coverage(3rd), problem of electricity (4th) and high cost of mobile phone(5th). From this finding it was concluded that farmers didn’t obtain full benefit from mobile phone due to the existence of different constraints in the area. Therefore, the government should fulfill essential infrastructures for farmers (such as electricity and network coverage) and also should promote training and education for extension agents and farmers to create awareness on mobile phone uses on their beef cattle marketing which is crucial for the betterment of the smallholder farmers.