ABSTRACT

This study empirically investigates the factors influencing Pakistani cotton farmers’ utilisation of marketing information sources. Data were collected by face-to-face, interviewing 399 cotton farmers. Factors and variations of the utilisation of marketing information sources were analysed using multivariate probit, chi-square, and descriptive statistics. The results revealed significant variations among farmers in the utilisation of mobile phones, internet, television, radio, newspapers, extension services, market commission agents, and fellow farmers. The findings highlighted the usage of several combinations of ICT, traditional media, extension services, and farmers’ social relations. Furthermore, key socio-economic and institutional factors influencing marketing information utilisation were discussed.

摘要

本研究实证调查了影响巴基斯坦棉农利用营销信息源的因素。数据是通过面对面采访 399 名棉农收集的。使用多变量概率、卡方和描述性统计分析了营销信息源利用的因素和变化。结果显示，农民在使用手机、互联网、电视、广播、报纸、推广服务、市场佣金代理人和其他农民方面存在显着差异。调查结果强调了 ICT、传统媒体、推广服务和农民社会关系的多种组合的使用。此外，还讨论了影响营销信息利用的关键社会经济和体制因素。