Abstract:
Tomato is produced and consumed worldwide. In Kenya, tomato is used to generate
income among rural people. Despite this, the sub-sector faces numerous challenges such
as fluctuating market prices, postharvest losses and inadequate marketing information. In
spite of Information and Communication Technology (ICT) use in marketing of tomatoes
among smallholder farmers in Kenya, there is scanty information on the information and
communication technology usage in marketing of tomatoes among smallholder farmers in
Kirinyaga County. The study was carried out in Kirinyaga County considering its five sub-
counties. Data collection was done from a sample size of 384 households which were
selected using a combination of purposive sampling, two-stage stratified and probability
proportionate to size techniques. Primary data were collected using a semi-structured
interview schedule. Descriptive statistics was used to analyze the extent of use of selected
ICT tools in the marketing of tomatoes, the effect of use of selected ICT tools on the choice
of tomato marketing channels was analyzed using multinomial regression model. The
effect of use of selected information and communication technology tools on market access
of tomatoes was analyzed using analysis of variance and the effect of selected socioeconomic
factors
on
the
choice
of
ICT
tools
used
in
marketing
of
tomatoes
was
analyzed
using
multinomial probit model. Based on the effect of use of ICT on choice of the
marketing channels and market access in marketing of tomatoes among smallholder
farmers, tomato farmers in Kirinyaga County access market information through mobile
phone, radio and television respectively. The most market accessed through the use of ICT
is municipal market, followed by local market and lastly city market. The most marketing
channel used is Farmer-Middlemen-Consumer followed by Farmer-Broker-Consumer and
last is Farmer-Direct market-Consumer. Some socioeconomic factors such as age,
educational level, market distance, knowledge on ICT, willingness to pay, tomato prices,
farmers’ income, tomato production affect the choice of ICT tools used in marketing of
tomatoes. This study provides relevant organizational bodies and policy makers with
required information that will aid in improving the tomato marketing sector through
promotion of information and communication technology use in marketing of tomatoes.
