Assessment of communication channels in cocoa farming: Utilization, impact and constraints, in Ekiti West Local Government Area

Corresponding author: Oyewusi Isaac Kayode. Copyright © 2025 Author(s) retain the copyright of this article. This article is published under the terms of the Creative Commons Attribution License 4.0. Assessment of communication channels in cocoa farming: Utilization, impact and constraints, in Ekiti West Local Government Area Abiodun Solomon Oyewusi 1 and Oyewusi Isaac Kayode 2, * 1 Department of Agricultural Extension and Rural Sociology, Faculty of Agriculture, Forestry & Wildlife Resource Management. University of Calabar, Cross River State, Nigeria 2 Department of Crop Production Technology. The Federal Polytechnic, PMB 5351, Ado-Ekiti. Ekiti State, Nigeria. World Journal of Advanced Research and Reviews, 2025, 26(03), 1058-1072 Publication history: Received on 27 April 2025; revised on 05 June 2025; accepted on 07 June 2025 Article DOI: https://doi.org/10.30574/wjarr.2025.26.3.2243 Abstract The study was established on primary data obtained from a multistage random sample of 185 Cocoa farmers selected from 6 political wards. Interview schedules and semi-structured questionnaire were used to elicit data from the respondents which was then analyzed using both descriptive and inferential statistics. The Mean age of farmers was found to be 36years and more than half of the respondents (50.81%) were married. Male Cocoa farmers were predominant at 61.19%. Results further showed that 89.5% of respondents were literate and the mean scores recorded for farming experience and household size were 4years and 6 persons respectively. The most accessible and frequently utilized channel was Mobile phones with a mean score of 2.82. Interpersonal channels like Group discussions (96.76%), Extension agent (96.22%) and On-farm demonstration (93.51%) were however the most widely preferred communication channels in the study area but not readily accessible. With regard to perceived effects of channels utilization on farming practices, respondents stated that Cocoa plantation management systems have been enhanced significantly with mean score of 3.99. The major constraint that affected communication channels utilization was identified to be inadequate enabling infrastructure (22.04%). The highest ranking with regard to the measures for enhancing communication channels utilization was provision of access roads, electricity and other enabling infrastructure (=3.94). The Chi-square (χ2) test of independent analysis showed that Chi-square (χ2) values of Education (68.287), Gender (49.250), Farm size (40.004) and Farming experience (57.258) had significant relationship with frequency of communication channel’s utilization with χ2 at P <0 .05. These findings underscore the need for the provision of low cost micro credit facilities and provision of enabling infrastructure to ensure effective use of interpersonal and mass media channels, community resource centers establishment, employment and training of extension agents for frequent accessibility to Cocoa farmers Suggested measures include the expansion of digital infrastructure, capacity-building programs to improve technological proficiency among farmers, and policy reforms aimed at integrating modern communication tools into the agricultural extension framework. Keywords: Utilization; Communication Channels; Cocoa Farmers; Constraints; Ekiti West 1. Introduction Cocoa farming is a pivotal agricultural activity in Ekiti West Local Government Area of Ekiti State, Nigeria, contributing significantly to the local economy and livelihoods (Ekiti State Government., 2013). The dissemination of agricultural information through effective communication channels is essential for enhancing cocoa production and ensuring that farmers adopt improved practices. In this context, communication channels refer to the mediums through which information is transmitted to farmers, including radio, television, mobile phones, extension services, and social media platforms (Ogunlade, and Adebayo, 2021). Communication as defined by Rogers (2003) is the process by which World Journal of Advanced Research and Reviews, 2025, 26(03), 1058-1072 1059 participants create and share information/knowledge with each other with the aim of reaching a mutual understanding while communication channels are pathways through which information or message transmitted to an audience or receiver (Ogunremi, 2013). They are methods or vehicles by which information is transferred or received (Ariyo, et al, 2013). Some of the communication channels used in disseminating agricultural information include personal contacts; radio broadcasts; publications; field days; agricultural shows; demonstrations etc. These channels can be grouped into five categories. Physical channels which involve direct contact, this may include seminars, exhibitions. Non-physical channels, which include television, radio, phone calls, newspapers and other print media channels. Technical channels, this could be either physical or non-physical. Human discipline channel, for example, dress put on professionals such as farmers to predict the profession and last but not least, token of communication channels, which are channels in between physicals and non-physicals, this may include signals and gestures and other symbols (Ariyo, et al, 2013). Recent studies have highlighted the importance of these channels in agricultural extension services. For instance, research indicates that cocoa farmers often rely on informal sources such as fellow farmers and personal experience for information, while formal channels like extension services are underutilized (Ogunjobi, et al., 2023). In addition, the advent of social media has introduced new avenues for information dissemination, with studies showing that cocoa farmers have a moderate level of awareness and a neutral perception of agricultural information available on these platforms (Csoto, 2010). In Ekiti State, the assessment of extension communication channels among cocoa farmers revealed that a significant proportion of farmers are within the productive age bracket of 21-40 years, with an average age of 38 (Bello and Obinne, 2012). This demographic is crucial for the adoption of innovative farming practices. However, challenges persist in the effective utilization of communication channels, including inadequacies in the channels' reach and the timeliness of information delivery (Boz and Ozcatalbas, 2010). Understanding the utilization patterns of these communication channels by cocoa farmers in Ekiti West Local Government Area is imperative. Such insights can inform the development of tailored strategies to enhance information dissemination, ultimately leading to improved cocoa production and sustainable agricultural practices in the region. 1.1. Statement of the Problem Over time, many innovations on Cocoa plantation management and improved farming techniques have been developed by Research Institutes in Nigeria (Adebo et al, 2015). The design of a highly productive, costefficient and environmentally friendly Cocoa pod-splitting machine and the release of improved Cocoa seedlings was first designed and released by the Cocoa Research Institute of Nigeria (CRIN) to increase productivity and quality of the export crop. The information on the utility of this technology and availability of improved seedlings for instance have been disseminated using a variety of communication channels including interpersonal and mass media channels like Radio, Televisions (TV), Computers, Mobile phones etc. However, acquisition and poor utilization of these channels by the farmers have led to the low rate of adoption of these innovations (Anifowose, 2013). Cocoa plantations are still ravaged by weeds, pests and soil degradation problems (Obinne, 2012). This low level of utilization of communication channels seems to be further fuelled by inadequate trained extension agents, inappropriate communication channels and mismatch of Cocoa farmers’ abilities with the technical requirement for operating the various channels accessible to them and untimely broadcast of agricultural information (Okwu and Dauda, 2011) Despite the recognized importance of effective communication in agriculture, cocoa farmers in Ekiti West Local Government Area face challenges in accessing and utilizing pertinent agricultural information. The underutilization of formal communication channels, such as extension services, coupled with a reliance on informal sources, may hinder the adoption of improved cocoa farming practices. Furthermore, while social media presents a modern avenue for information dissemination, its potential remains underexploited, with farmers exhibiting only moderate awareness and neutral perceptions towards it (Okwu and Iorkaa, 2011). These issues underscore a critical gap in the effective transmission of agricultural innovations to cocoa farmers, potentially impeding productivity and sustainability in the sector. Studies have shown that communication channels used for dissemination have a positive relationship with behavioral change and improved adoption rates among rural farmer (Mtega, 2012).These channels offer an opportunity for extension services to effectively disseminate recommended practices on cocoa production to the farmers who use them. There are numerous accessible channels available to farmers in Nigeria. They include radio, television (TV), training and visit (T and V), demonstration plots among others (Nyamba and Mlozi, 2012).Extension services in Nigeria have not been able to effectively use the available communication channels such as radio, TV, T and V, face-to-face, and demonstration plots to diffuse and disseminate recommended agro-forestry practices among farmers (Ayuba et al, 2012, Ben and Jude, 2015).). At present, most extension communication systems lack effective messages or are inappropriate and least preferred by farmers. Dissemination of quality and right information at the appropriate time among farmers is key to providing change in cocoa production activities (Mtega, 2012). Effective extension communication channels must constantly assess the impact of their information delivery system to farmers’ and design communication strategies that are effective in informing farmers in a timely, clear, and effective manner to encourage awareness, acceptance, and use of innovations (Ariyo et al, 2013) World Journal of Advanced Research and Reviews, 2025, 26(03), 1058-1072 1060 1.2. Justification for the Research This study will provide a framework for understanding the social, cultural, economic and technical underpinnings of communication channels utilization by Cocoa farmers in the study area. It is hoped that the findings of this study will provide adequate knowledge to the government and the general public on the various communication channels applicable for effective dissemination (and feedback mechanisms) of agricultural and related information to Cocoa farmers. This study shall further help Cocoa farmers understand the perceived role of various communication channels and the impact of utilization on Cocoa production practices based on the reviews, observations, surveys, collected data and feedbacks from experienced farmers on the field. The result of this study will help policy makers, non-governmental organizations (NGO) and renowned research institutes know the challenges faced by farmers in accessing information and the measures for ameliorating those challenges to enhance Cocoa production and contribute to improving communication linkages among farmers and between agents of agriculture. It is also hoped that the recommendations of this study will improve communication channels utilization by farmers and improve Cocoa farming practices immensely with emphasis on determining the right communication channel culturally, technically and economically suitable for farmers in each locality rather than working on assumptions. 1.3. The objectives of the study are as follows: • Identify communication channels frequently utilized in relation to the socio-economic characteristics of respondents; • Identify the most preferred communication channels for receiving information on innovative Cocoa practices among farmers in the study area; • Ascertain the perceived effect of communication channels utilization on Cocoa farming practices in the study area; • Examine the constraints of the utilization of communication channels by Cocoa farmers in the study area; and, • Identify the measures for enhancing the effective utilization of communication channels by respondents. 1.4. Hypothesis of the Study The hypothesis of the study is stated in null form as follows Ho: There was no significant relationship between the socioeconomic factors and farmers’ perception of the effectiveness of the extension communication channels. 2. Materials and Methods 2.1. Study Area The study was carried out in Ekiti State. The state is an agrarian state in southwest Nigeria with 16 Local Government Areas. It is located between longitudes 40° 51’ and 50° 151’ East of the Greenwich meridian and latitudes 70° 151’ and 80° 51’ North of the equator. The state has a total land area of 5887.89 sq km. The population is 8, 159, 476 people as at 2006 census figure with a projected growth rate of 3.2.[14]The state is further divided into three political (senatorial) zones, namely: Ekiti North; Ekiti South; and Ekiti Central.[15]The state also has abundant forest resources, notably timber due to the favorable climatic condition in the areas. 2.2. Description of the Study Area This research was conducted in Ekiti-West Local Government area of Ekiti State, South West of Nigeria. Ekiti West L.G.A is characterized by “three agro-ecological zones, namely, the highlands (elevation of approximately 712m), midlands (elevation of 268m)” and low land with undulating topography (elevation of approximately 69.7m above sea level). The area is situated on latitude 70ᶥ 360N and longitude 50ᶥ130E. It receives an annual rainfall range of 1500mm to 2000m, with an average temperature of 29.60C (Oladosu and Yekinni ,2008). The area is bounded by Ifelodun/Irepolodun L.G.A on the East, Ijero L.G.A on the North, and Efon Alaaye and Ekiti South LGAs to the South. To the West, the area is bounded by Ila and Oriade LGA of Osun State. Ekiti West L.G.A occupies about 62,413 kilometers square and a human population of 179,892 (National Population Commission, NPC, 2006). The Local Government Area is a multi-cultural community which houses a plethora of ethnic groups including predominantly Yoruba, Ebira, Hausa, Ijaw among others. A number of languages are spoken in the area while the main religions practiced in the area are Christianity, Islam and traditional beliefs (Olomola, 2006). World Journal of Advanced Research and Reviews, 2025, 26(03), 1058-1072 1061 Agriculture and specifically Cocoa (production) constitutes the main economic (cash) crop with about 79.5 percent of the entire farming population believed to be Cocoa farmers (Lawal 2009). Also, a substantial segment of the people not directly involved in Cocoa farming are engaged in various forms of trading on Cocoa products. 2.3. Population for the study Cocoa farmers in Ekiti comprised the study population. The Local Government is divided into Eleven (11) political wards, these include; “Aramoko (Ward 1 and 2), Erio (Ward 3), Erijiyan (Ward 4 and 5), Ikogosi (Ward 6), Ipole-Iloro (Ward 7), Okemesi (Ward {A} 8, {B}) 9, {C} 10) and lastly Ido-ile (Ward 11)”. The study randomly selected (Six) 6 political wards for the study. This is done to enable the selection of a representative sample size that cuts across the Eleven (11) political zones of the local government area. 2.4. Sampling Technique The sample was drawn from the sampling frame comprising the population of Cocoa farmers in the State. Using multistage sampling technique, the first stage involved the selection of Six (6) wards out of the Eleven (11) political wards in the LGA. The second stage was a random selection of two (2) communities from each of the Six (6) selected wards making a total of Twelve (12) communities. These selected communities represent Twenty-five (25) percent of the total communities in the selected political wards. From the list of registered Cocoa farmers [obtained from Cocoa Farmers Association of Nigeria (CFAN)] in the selected communities, a proportionate random sampling technique (10% of the total registered farmers in each community) were selected, making a total of 210 respondents. Only data for 185 respondents were, however utilized for analysis. The others were discarded for incomplete information and inconsistency. 2.5. Data Analysis Data for the study were obtained from primary sources collected using a semi-structured questionnaire. The questionnaire was designed to elicit information on socio-economic characteristics of the respondents, the various communication channels available and frequency of utilization, the most preferred communication channels, the perceived effects of communication channels utilization on Cocoa farming practices, Constraints influencing the utilization of communication channels and measures for enhancing the effective utilization of communication channels. Data were analyzed with descriptive statistics; such as Likert scale, frequency distribution, percentages, means Inferential statistics used were Chi Square test of independence and Kendall’s coefficient of concordance were used to describe the socio-economic characteristics of cocoa farmers. 5-Points Likert scale, namely, strongly agreed, Agreed, Disagreed, strongly disagreed. 4, 3, 2, and 0.1, respectively, was used to rate effectiveness of extension communication channels used. The effectiveness of extension communication channels used in the dissemination of innovative technology information to cocoa farmers was measured using Likert scale of Regularly = 3, Sometimes = 2 and Neve r= 1 Research objectives and Hypotheses were analyzed as follows • Objective 1: The socio-economic characteristics of the Cocoa farmers were analyzed using frequency distribution tables, percentages and means. • Objective 2: The frequency of utilization of communication channels by Cocoa farmers was measured using a rating scale. Respondents were asked to identify and rank the various communication channels available according to their frequency of use. The responses were then ranked into regularly, sometimes, never. Nominal values of 3, 2 and 1 were assigned to the ranks respectively. Mean scores were used for the analysis. A decision rule was adopted; any mean value < 2.00 was regarded as low utilization, while those ≥ 2.00 was regarded as high utilization. • Objective 3: The most preferred communication channels for receiving information on innovative Cocoa practices among farmers was analyzed using frequency distribution tables and percentages. • Objective 4: The perceived effect of communication channels utilization on Cocoa farming practices in the study area was measured using a rating scale. Respondents were asked to rank their perception on the perceived effects of communication channels on their Cocoa farming practices using “Strongly Agree, Agree, Disagree or Strongly Disagree”. Values of nominal levels of 4, 3, 2 and 1 were assigned to the ranks respectively. Mean scores were used for the analysis. A decision rule was adopted as follows; any mean value < 2.50 showed that the respondent does not agree that communication channel utilization has an effect on his/her farming practices. However, mean values ≥ 2.50 indicated that the respondent agree that communication channel utilization has an effect on his/her farming practices. • Objective 5: In examining the constraints of the utilization of communication channels by Cocoa farmers in the study area, frequency distribution tables and percentages were used for the analysis. World Journal of Advanced Research and Reviews, 2025, 26(03), 1058-1072 1062 • Objective 6: A rating scale was used to analyze the measures for enhancing the effective utilization of communication channels by Cocoa farmers in the study area. Respondents were asked to identify and rank their responses into “Strongly Agree, Agree, Disagree or Strongly Disagree”. Values in nominal levels of 4, 3, 2 and 1 were assigned to the ranks respectively. Mean scores were used for the analysis. A decision rule was adopted as follows; any mean value < 2.50 showed that the respondent does not agree that the measure in question can enhance effective communication channel utilization whereas mean values ≥ 2.50 indicate that the respondent agree that the identified measure can enhance effective communication channel utilization. • Hypothesis: Chi square test of independence analysis was used to ascertain the relationship between the socioeconomic characteristics of respondents and their frequency of communication channels utilization as expressed in objective Two (2). The Chi-Square mathematical model is given as Where χ2= Chi square value Ʃ = Summation O = Observed frequencies E = Expected frequencies The dependent variable (frequency of communication channel utilization) was determined from the means calculated from the rating scale of utilization of each communication channel by each farmer. Any farmer whose mean score of communication channel usage recorded a figure < 2.00 was interpreted as Low, those with mean score ≥ 2.00 as High. Codes of 1 and 2 were assigned to Low and High Utilization respectively. Eight (8) independent variables (socioeconomic characteristics of respondents) were used for the analysis and were measured at nominal level, codes were assigned as follows: • Age: ≤ 20 years (1), 21 – 30 (2), 31-40 (3), 41-50 (4), ≥ 51 (5). • Marital status: Single (1), Married (2), Divorced (3), Widower (4). • Sex: Male (1), Female (2). • Educational level: No formal education (1), FSLC (2), SSCE (3), OND/NCE (4), HND/Degree (5), Postgraduate (6). • Household Size: 1-4 (1), 5-8 (2), ≥ 9 (3). • Years of Farming experience: <2 years (1), 2-4years (2), >4 years (3). • Income: ≤20,000 (1), 20,001-60,000 (2), 60,001-100,000 (3), >100,000 (4). • Farm size: <1 ha (1), 1 – 1.9 ha (2), 2 – 2.9 ha (3), 3 – 3.9 ha (4), ≥ 4 ha (5). 3. Results and Discussion 3.1. Sampling Procedures and Sample Size The study encompassed several wards with varying numbers of registered farmers. Notably, Ikogosi Ward 6 had the highest number of registered farmers at 290, closely followed by Okemesi Ward (C) 10 with 233 members. ErioEkiti Ward 3 had the fewest registered farmers. This distribution indicates a higher concentration of farming activities in Ikogosi and Okemesi wards, which may be attributed to factors such as favorable agricultural conditions or more robust support systems in these areas. 3.2. Socio-Economic Characteristics of Respondents The result in Table 2 shows that majority of the respondents (33%) were aged between 41-50 years, suggesting that cocoa farming is predominantly undertaken by middle-aged individuals who likely possess substantial experience and resources while marital Status indicated that a significant portion of the respondents (51%) were married, which may imply a stable family structure that supports farming activities. Most of the farmers interviewed constituted 69% of the respondents, indicating male dominance in cocoa farming within the study area. This could be due to cultural norms or the physically demanding nature of farming. According to their level of education, the most common educational World Journal of Advanced Research and Reviews, 2025, 26(03), 1058-1072 1063 attainment was the Senior Secondary Certificate Examination (SSCE), held by 31% of respondents. This level of education may influence the farmers' ability to adopt new technologies and practices. Table 1 Summary of Sampling Procedure and Sampling Size Randomly Selected Political Wards No of Communities No of Sampled Communities Name of Sampled Communities Total No of Registered Farmers Sample Size Aramoko Ward 2 8 2 Ita Oko Aba Igbo iku 109 120 11 12 Erio Ekiti Ward 3 7 2 Oloro Anaye 101 191 10 19 Erijiyan Ward 5 9 2 Ajayi Oke Ajayi Odo 154 208 15 21 Ikogosi Ward 6 8 2 Aba Osun Olusegun 290 233 29 23 Okemesi Ward (C) 10 7 2 Asoju Ibidiran 182 111 18 11 Ido Ile Ward 11 9 2 Ita-Ido Ile Ona 160 247 16 25 Total 48 12 2,106 210 Source: Field Survey, 2022 Table 2 Distribution of the respondents based on their socio-economic characteristics Socio Economic Variables Frequency Percent Age ≤ 20 18 9.73 21-30 37 20.00 31-40 59 31.89 41-50 61 32.97 ≥ 51 10 5.41 Total 185 100.00 Mean 36 years Marital Status Single 60 32.43 Married 94 50.81 Divorced 11 5.95 Widower 20 10.81 Total 185 100.00 Sex Male 128 69.19 Female 57 30.81 World Journal of Advanced Research and Reviews, 2025, 26(03), 1058-1072 1064 Total 185 100.00 Educational Level No Formal Education 26 14.05 FSLC 38 20.54 SSCE 57 30.81 OND/NCE 19 10.27 HND/Degree 33 17.84 Postgraduate 12 6.49 Total 185 100.00 Source: Field Survey, 2022 Nearly half of the respondents approximately (50%) had household sizes ranging from 5 to 8 members as indicated in Table 3. Larger households may provide more labor for farming activities but also require more resources for sustenance. A substantial 70% of respondents had over four years of farming experience, indicating a seasoned farming population likely adept at managing cocoa cultivation challenges. The result showed that 47% of respondents reported an annual income exceeding #100,000 reflecting the economic significance of cocoa farming in the region. The result on the farm size indicated that the majority (52%) operated farms between 2 to 2.9 hectares, suggesting small to medium-scale farming operations. Table 3 Demographic and Farm Characteristics of the Study Population Socio Economic Variables Frequency Percentage Household Size 1 – 4 48 25.95 5 – 8 92 49.73 ≥ 9 45 24.32 Total 185 100.00 Mean 6 persons Farming Experience < 2 years 14 7.57 2 - 4 years 42 22.70 > 4 years 129 69.73 Total 185 100.00 Mean 4 years Annual Income ≤ 20,000 2 1.08 20,001 - 60,000 32 17.30 60,001 - 100,000 64 34.59 >100,000 87 47.03 Total 185 100.00 Mean N91,135.64 Farm Size World Journal of Advanced Research and Reviews, 2025, 26(03), 1058-1072 1065 < 1 ha 21 11.35 1 – 1.9 ha 38 20.54 2 – 2.9 ha 96 51.89 3 – 3.9 ha 24 12.97 ≥ 4 ha 6 3.24 Total 185 100.00 Mean 2.3 ha Source: Field survey, 2015 The result in Table 4 shows that cooperative associations were the predominant source of credit, utilized by 97% of respondents. This highlights the critical role of cooperatives in providing financial support to farmers, possibly due to more favorable terms compared to formal banking institutions while Inheritance was the primary mode of land acquisition, with 82% of respondents obtaining land through familial inheritance. This traditional practice may influence land management decisions and the implementation of modern farming techniques. Table 4 Distribution of Respondents by Sources of Credit Variables Frequency * Percentage Government 30 16.22 Commercial banks 24 12.97 Cooperatives/Association 179 96.76 Private/volunteer lenders 119 64.32 Friends/family 121 65.41 Personal savings 152 82.16 Membership in the All-Farmers Association of Nigeria was nearly universal among respondents (98%), closely followed by cooperative societies popularly known as Ifesowapo at (96%). These associations likely offer essential services such as access to inputs, credit facilities, and information dissemination. Conversely, participation in the Elders Forum was minimal (23%), possibly due to its limited relevance to the broader farming community. Table 5 Distribution of respondents by Land Tenure rights held Variables Frequency * Percentage Inheritance 151 81.62 Leasehold 60 32.43 Communal ownership 46 24.86 Purchase 32 17.30 Source: Field survey 2022, *Multiple response recorded Table 6 Group Membership Patterns among Farmers in the Study Area Variables Frequency * Percentage All Farmers Association of Nigeria (ALFAN) 181 97.84 Cooperative society(Ifesowapo) 178 96.22 World Journal of Advanced Research and Reviews, 2025, 26(03), 1058-1072 1066 Religious groups 131 70.81 Elders forum (Ekitikete) 43 23.24 Youth Association (Egbe-Odo) 94 50.81 Source: Field survey 2022, *Multiple response recorded 3.3. Utilization of Communication Channels for Extension Services Table 7 shows the utilization of communication channels by Farmers for Extension Services. The study assessed the regular use of various communication channels. The most accessible and frequently utilized channel was Mobile phones with a mean score of 2.82. Interpersonal channels like Group discussions (96.76%), Extension agent (96.22%) and Onfarm demonstration (93.51%)were however the most widely preferred communication channels in the study area but not readily accessible. With regard to perceived effects of channels utilization on farming practices, respondents stated that Cocoa plantation management systems have been enhanced significantly with mean score of 3.99. Table 7 Utilization of Communication Channels by Farmers for Extension Services Communication Channels Extent of Utilization Mean Ranks Regularly (3) Sometimes (2) Never (1) Mobile phones 159 19 7 2.82 1 Bill Boards/Posters/Flyers 131 46 8 2.66 2 Seminars/workshop/symposiums 101 80 4 2.52 3 Informal contacts with peers 99 78 8 2.49 4 Books/Newsletters/Brochures 97 82 6 2.48 5 Group discussions 92 87 6 2.46 6 Television 42 93 50 1.96 7 Extension agents 46 62 77 1.83 8 Computers/Internet 41 60 84 1.77 9 Radio spots/call-in shows 21 77 87 1.64 10 Public Campaigns 31 50 104 1.61 11 Social Media Platforms 28 47 110 1.56 12 Contact farmers/Opinion leaders 14 71 100 1.54 13 On-Farm demonstrations 17 44 124 1.42 14 Excursion/Tours and field trips - - 185 1 15 Agricultural. Videos - - 185 1 15 Source: Field Survey, 2022. Decision rule: Mean Score < 2.00=Low utilization; ≥ 2.00 = High utilization Table 8 Distribution of Respondents by Preferred Communication Method Variables Frequency* Percentages Group discussion 179.00 96.79 Extension agent 178.00 96.22 On-farm demonstration 173.00 93.51 Mobile phones and SMS 169.00 91.35