Given the strategic position of marketing information in food supply chain and the significance of its ready accessibility to teeming farmers, this study assessed the efficacy of radio agricultural commodities trend programme among farmers in Nigeria. One Hundred and Thirty Nine farmers from four farm settlements were randomly selected and interviewed and data analysed using descriptive and inferential statistics. Results indicate that most farmers were middle aged 30 to 49 (64.1%), male (69.1%), married (91.4%) and farmers with 11 to 15 years of formal education in the modal class (69.1%). More farmers (55.4%) had favorable disposition to the radio programme while farmers’ disposition were highest in areas of enhancement of farmers’ bargaining power ( =1.8) and boost in products’ sale (= 1.8). Farmers benefited most from increased income ( = 2.4) and least from reduced market risks ( = 2.2). Farmers’ education (2 = 0.53; 0.64), age (X2 = 0.68; 0.55), gender (X2 = 0.42; 0.56) had no significant relationship with perceived efficacy and benefits, respectively. The radio agricultural commodities trend programme proved effective from farmers’ favorable disposition therefore should be sustained and broadcast for longer duration for effective extension advisory services delivery capacity to guarantee sustainable livelihood in rural areas.
Key words: Agricultural commodities trend, radio programme, perceived efficacy, perceived benefits, sustainable livelihood.
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