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Effect of Extension Training on Farmers’ Adoption of Agricultural Product Promotion Practices

Abstract

The study examines the effect of extension training on farmers’ adoption of agricultural product promotion practices. Agricultural product promotion involves activities through which farmers create awareness of their products, communicate product information, attract potential customers, and encourage the purchase of agricultural produce. Extension training can provide farmers with relevant knowledge and practical skills for promoting their products through appropriate communication and marketing approaches. Examining the effect of extension training on farmers’ adoption of agricultural product promotion practices is therefore important for strengthening farmers’ marketing capabilities and improving their participation in agricultural markets. The study will determine the effect of extension training on farmers’ adoption of agricultural product promotion practices. It will specifically assess farmers’ participation in extension training and the extent to which they adopt practices such as product presentation, product information sharing, customer communication, use of promotional messages, market announcements, participation in agricultural exhibitions and trade events, direct product promotion, and the use of digital platforms to create awareness of farm products. The study will also examine the contribution of practical demonstrations and advisory support to farmers’ adoption of agricultural product promotion practices. A descriptive survey research design will be adopted for the study. The population will comprise farmers in the selected study area, from whom respondents will be selected using an appropriate sampling procedure. Data will be collected through structured questionnaires designed to obtain information on farmers’ exposure to extension training and their adoption of agricultural product promotion practices. The data collected will be analyzed using frequency counts, percentages, mean, and standard deviation, while an appropriate inferential statistical technique will be used to determine the effect of extension training on farmers’ adoption of agricultural product promotion practices. The study is expected to reveal that extension training contributes positively to farmers’ adoption of agricultural product promotion practices. Farmers who receive relevant training are expected to demonstrate greater use of appropriate methods for creating awareness of their products, communicating product information, attracting customers, and promoting agricultural produce through traditional and digital channels. The study may also reveal variations in adoption based on farmers’ exposure to training, frequency of extension contact, access to communication facilities, and availability of agricultural markets. The findings will provide useful information to agricultural extension personnel, policymakers, farmer organizations, agricultural marketing agencies, agribusiness stakeholders, and other institutions involved in improving farmers’ marketing and enterprise development. The findings are expected to demonstrate the importance of extension training in strengthening farmers’ knowledge and practical skills for agricultural product promotion. The study will also provide information that can support the development of training programmes focused on effective product communication, customer engagement, market awareness, and promotional activities. The study will conclude that extension training can provide farmers with relevant knowledge and skills for adopting agricultural product promotion practices. It will recommend strengthening extension training on agricultural marketing and product promotion, providing practical demonstrations on promotional techniques, improving farmers’ access to digital communication platforms, and encouraging participation in agricultural exhibitions and market events. Improved extension training is expected to enhance farmers’ ability to promote their products effectively and participate more successfully in agricultural markets.

Keywords: Extension training, farmers, agricultural product promotion, product marketing, agricultural marketing, promotional practices, agricultural extension, farm products, customer communication, market participation, product awareness, agribusiness, digital promotion, farmer training, agricultural development.