Access to and utilization of local digital marketing platforms in potato marketing in Kenya

The agricultural sector in Kenya has witnessed a proliferation of marketing platforms in recent years. However, there has been a noticeable reluctance among farmers to adopt and utilize these platforms for marketing their produce. In light of this, the present study aimed to identify the factors influencing access to and utilization of agricultural marketing platforms. Specifically, the study focused on M-shamba as a representative local marketing platform. A sample of 375 potato farmers from Nakuru county participated in the study, responding to semi-structured questionnaires administered through the survey CTO platform. Descriptive statistics and the Heckprobit model were employed for data analysis. The Heckprobit model encompassed both a selection equation and an outcome equation. The results obtained from the selection equation of the Heckprobit model revealed that factors such as age, off-farm income, farm income, years of potato farming, and access to extension services significantly increased the likelihood of accessing M-shamba. Furthermore, the outcome equation indicated that age, gender of the marketing decision maker, household size, farm income, ranking of potato farming as the primary enterprise, and years of potato farming significantly influenced the utilization of M-shamba in potato marketing. Based on the findings, the study suggests that stakeholders involved in the development of digital marketing platforms should prioritize extensive training and knowledge dissemination, particularly targeting older farmers, to facilitate enhanced access and utilization of such platforms. These efforts will contribute to the promotion of efficient digital marketing practices in the agricultural sector.