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Effect of Extension Training on Farmers’ Knowledge of Digital Agricultural Marketplaces

Abstract

Digital agricultural marketplaces are online or mobile-based platforms that connect farmers with buyers, input suppliers, traders, processors, and other participants in agricultural value chains. These platforms can provide farmers with access to market information, product promotion, price information, potential buyers, agricultural inputs, payment services, and opportunities to expand their market reach. Farmers’ knowledge of digital agricultural marketplaces is important for enabling them to understand how such platforms operate and how they can be used for agricultural marketing. Extension training can provide farmers with the information and practical skills needed to understand and use these emerging digital market opportunities. This study will examine the effect of extension training on farmers’ knowledge of digital agricultural marketplaces. The study will assess farmers’ existing knowledge of digital agricultural marketplaces and determine the extent to which exposure to extension training contributes to their understanding of these platforms. It will also examine farmers’ participation in extension training programmes, access to digital agricultural information, and the major sources through which farmers obtain information about online agricultural markets. The study will focus on farmers’ knowledge of digital marketplace registration, product listing, online product promotion, price comparison, identification of buyers, digital communication with buyers, online negotiation, electronic payments, order management, transaction records, delivery arrangements, and basic digital safety practices. Attention will also be given to farmers’ knowledge of mobile applications, websites, social media-based agricultural marketplaces, and other digital platforms that facilitate agricultural marketing and market information exchange. A quantitative research approach will be adopted for the study. Data will be collected from selected farmers using structured questionnaires designed to measure their knowledge of digital agricultural marketplaces and their exposure to extension training. The data will be analysed using descriptive statistics such as frequency counts, percentages, means, and standard deviations, while correlation and regression analysis will be used to examine the relationship between extension training and farmers’ knowledge of digital agricultural marketplaces. The study is expected to reveal differences in farmers’ knowledge of digital agricultural marketplaces according to their level of exposure to extension training. Farmers who participate in practical digital training, demonstrations, farm visits, and other extension activities may demonstrate better knowledge of marketplace registration, product marketing, price information, buyer communication, online transactions, and digital payment procedures. The study may also identify knowledge gaps and constraints such as limited digital literacy, poor internet connectivity, high cost of smartphones and data services, inadequate electricity, limited access to training, and concerns about online transactions. The study will be useful to farmers, agricultural extension agents, digital marketplace providers, agricultural development agencies, farmer associations, government institutions, researchers, and policymakers. The findings may assist in designing practical extension programmes that improve farmers’ knowledge of digital agricultural marketplaces and strengthen their participation in digital agricultural value chains. Improved knowledge may contribute to better access to market information, wider market opportunities, improved communication with buyers, more informed marketing decisions, reduced dependence on traditional market channels, and improved farm income. The study concludes that extension training is an important means of improving farmers’ knowledge of digital agricultural marketplaces by providing relevant information, digital skills, and practical guidance. It is therefore recommended that agricultural extension agencies strengthen digital agricultural marketing education through hands-on training, demonstrations, mobile-based learning, farmer field activities, and regular advisory services. Farmers should also be supported with affordable digital devices, reliable internet access, digital literacy training, and relevant technical information to improve their understanding and effective use of digital agricultural marketplaces.

Keywords: Extension training, farmers’ knowledge, digital agricultural marketplaces, digital agriculture, agricultural marketing, digital marketing, market information, online marketplaces, digital literacy, agricultural extension, mobile applications, electronic payments, market access, digital platforms, farm income.