Abstract:
The traditional pathways used in dissemination of information including that of market for cattle remain one of the focal challenges for beef cattle smallholder in many rural areas. Although there is evidence in India, Africa and Tanzania distinctively on the expansion of social networking, micro-entrepreneurs growth and access to crops and fish marketing enhanced by cellphones, the use of cellphones in access to beef cattle market information is little in Tanzania particularly in Mpwapwa District. Therefore, this study sought to establish the role of cellphones in communication and dissemination of market information for beef cattle smallholders in Mpwapwa district, Tanzania. The specific objectives were: to identify the existing channels related to beef cattle market information for smallholders; to determine factors that influence smallholders to use cellphones in access to market information disseminated for beef cattle; and to examine the extent to which cellphones are used in accessing cattle market information for smallholders. Data were collected in September 2012 from 120 respondents using a structured questionnaire, a focus group discussion guide and key informant interview guide. The questionnaire-based data were analysed using the Statistical Package for Social Sciences in which the main analytical model was binary logistic regression. In the model, the dependent variable was access to beef cattle market information via cellphones with two options; did not access (0) and accessed (1). Research findings revealed that the use of cellphones in access to market information was mostly influenced by distance from home to the nearest cattle market, the variety of information demands and income earned. From these findings, it is concluded that cellphones has complemented the traditional pathways. However, the major problem was limited availability of electricity. Based on the above conclusion, it is recommended that the government should assist on availability of reliable power to facilitate efficiency of cellphones.
