Use of Mobile Phones for Information Dissemination among Fish Marketers: Evidence from Kogi State, Nigeria

Abstract

The study evaluated the use of mobile phones for information dissemination among fish marketers in Kogi State, Nigeria. The specific objectives are to identify the frequency of use of mobile phones for information dissemination among fish marketers, identify the relevance of mobile phones in fish marketing, determine the effect of selected socioeconomic variables on the use of mobile phone for fish marketing, and identify the constraints to the use of mobile phones for fish marketing. One hundred and twenty-five (125) fish marketers were selected from five (5) major markets in the State. These markets are: Anyigba, Itobe, Lokoja, Okene and Bagana. Data obtained were analysed using descriptive statistics, logit model and mean score from a Likert scale. Results showed that 78.4% of the marketers used mobile phones for fish marketing, while 21.6% of the marketers never used mobile phones for fish marketing. 59.2% and 19.2% of the marketers occasionally and frequently used mobile phones for fish marketing respectively. Annual income, marketing experience and cost of mobile phones significantly influence the likelihood of the use of mobile phones for fish marketing at 5% with cost of mobile phones been inversely related to the use of mobile phones. Fish marketers were constrained with low quality of services provided (M=4.44), inadequate extension contact (M=4.41), high level of illiteracy (M=4.31), inadequate capital (M=4.00), and inadequate electricity supply (M=3.93) in the use of mobile phones for fish marketing. The study recommended that government should enforce the installation of more GSM masts in rural areas with a view to improve the erratic and poor services experienced in rural communities. Also, there is need for further extension services to enlighten marketers on the relevance of mobile phones in fish marketing in order to increase the frequency of use of this technology for information dissemination.

Keywords: Information, Marketing, Mobile Phones, Relevance, Use.