Unpacking the Drivers of Market Orientation: Evidence from Smallholder Rice Farming Households in Southeast Nigeria
Background: A fundamental departure from subsistence to commercial agriculture is crucial for ensuring lasting household-level food security and poverty reduction. The absence of farm-level analysis of the market orientation decisions constitutes a bottleneck to commercialising smallholder rice far...
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| Format: | Article |
| Language: | English |
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Department of Mass Communication, University of Nigeria
2024-03-01
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| Series: | Ianna Journal of Interdisciplinary Studies |
| Subjects: | |
| Online Access: | https://iannajournalofinterdisciplinarystudies.com/index.php/1/article/view/174 |
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| author | Ikenna Charles Ukwuaba Ukwuaba Chukwuemeka John Arene Chiedozie Benjamin Okpukpara Emmanuel Ejiofor Omeje Chris Nnamdi Onyekwe Victoria Okpukpara Ogochukwu Gabriella Onah Tochukwu Johnpaul Offorma |
| author_facet | Ikenna Charles Ukwuaba Ukwuaba Chukwuemeka John Arene Chiedozie Benjamin Okpukpara Emmanuel Ejiofor Omeje Chris Nnamdi Onyekwe Victoria Okpukpara Ogochukwu Gabriella Onah Tochukwu Johnpaul Offorma |
| author_sort | Ikenna Charles Ukwuaba Ukwuaba |
| collection | DOAJ |
| description |
Background: A fundamental departure from subsistence to commercial agriculture is crucial for ensuring lasting household-level food security and poverty reduction. The absence of farm-level analysis of the market orientation decisions constitutes a bottleneck to commercialising smallholder rice farmers.
Objectives: The study evaluated the determinants of smallholder rice farmers’ market orientation and the extent of market orientation among smallholder rice farming households.
Methodology: The study adopted a survey design. A multistage sampling technique was used to select 288 smallholder rice farmers. Primary data was collected from the respondents using a semi-structured questionnaire. The market orientation index and Heckman's two-stage model were used to realise the objectives.
Results: A moderate market orientation index of 0.52 was established among the small-scale rice farmers. In addition, the results of the determinants of market orientation showed that the socioeconomic and institutional drivers of market orientation were education, distance to an established market, size of the rice farm, agricultural extension service, and land fragmentation. The extent of market orientation was driven by education, labour, fertiliser access, distance to the asphalt road, size of the rice farm, and market information. Conclusion: Small-scale rice farmers in Southeast Nigeria are moderately market-oriented, and the educational status of the household head principally drives the decision to be market-oriented and the extent of orientation.
Unique Contribution: The study identified the key factors that drive or inhibit smallholder rice farmers’ market orientation in Southeast Nigeria. This will help government agencies and policymakers to enact precise policies that will effectively drive smallholder commercialisation.
Key Recommendation: Agricultural extension services should be strengthened to include market-oriented training and information dissemination to provide farmers with timely information on market dynamics and opportunities.
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| first_indexed | 2024-04-24T16:11:30Z |
| format | Article |
| id | doaj.art-dab1ab68e0504315b5a14f761632c8be |
| institution | Directory Open Access Journal |
| issn | 2735-9883 2735-9891 |
| language | English |
| last_indexed | 2024-04-24T16:11:30Z |
| publishDate | 2024-03-01 |
| publisher | Department of Mass Communication, University of Nigeria |
| record_format | Article |
| series | Ianna Journal of Interdisciplinary Studies |
| spelling | doaj.art-dab1ab68e0504315b5a14f761632c8be2024-03-31T16:56:32ZengDepartment of Mass Communication, University of NigeriaIanna Journal of Interdisciplinary Studies2735-98832735-98912024-03-0161Unpacking the Drivers of Market Orientation: Evidence from Smallholder Rice Farming Households in Southeast NigeriaIkenna Charles Ukwuaba Ukwuaba 0https://orcid.org/0000-0002-3534-9785Chukwuemeka John Arene 1https://orcid.org/0000-0002-8436-4885Chiedozie Benjamin Okpukpara 2https://orcid.org/0000-0001-6751-1313Emmanuel Ejiofor Omeje 3https://orcid.org/0000-0002-1448-7003Chris Nnamdi Onyekwe4https://orcid.org/0009-0004-3113-8288Victoria Okpukpara5https://orcid.org/0000-0001-6134-178XOgochukwu Gabriella Onah 6https://orcid.org/0000-0002-9883-2109Tochukwu Johnpaul Offorma 7https://orcid.org/0009-0003-8149-2114University of Nigeria Nsukka, Faculty of Agriculture, Department of Agricultural Economics, Nsukka, Enugu State, NigeriaUniversity of Nigeria Nsukka, Faculty of Agriculture, Department of Agricultural Economics, Nsukka, Enugu State, NigeriaUniversity of Nigeria Nsukka, Faculty of Agriculture, Department of Agricultural Economics, Nsukka, Enugu State, NigeriaUniversity of Nigeria Nsukka, Faculty of Agriculture, Department of Agricultural Economics, Nsukka, Enugu State, NigeriaUniversity of Nigeria Nsukka, Faculty of Agriculture, Department of Agricultural Economics, Nsukka, Enugu State, NigeriaUniversity of Nigeria Nsukka, Faculty of Agriculture, Department of Agricultural Economics, Nsukka, Enugu State, NigeriaUniversity of Nigeria Nsukka, Faculty of Agriculture, Department of Agricultural Economics, Nsukka, Enugu State, NigeriaUniversity of Nigeria Nsukka, Faculty of Agriculture, Department of Agricultural Economics, Nsukka, Enugu State, Nigeria Background: A fundamental departure from subsistence to commercial agriculture is crucial for ensuring lasting household-level food security and poverty reduction. The absence of farm-level analysis of the market orientation decisions constitutes a bottleneck to commercialising smallholder rice farmers. Objectives: The study evaluated the determinants of smallholder rice farmers’ market orientation and the extent of market orientation among smallholder rice farming households. Methodology: The study adopted a survey design. A multistage sampling technique was used to select 288 smallholder rice farmers. Primary data was collected from the respondents using a semi-structured questionnaire. The market orientation index and Heckman's two-stage model were used to realise the objectives. Results: A moderate market orientation index of 0.52 was established among the small-scale rice farmers. In addition, the results of the determinants of market orientation showed that the socioeconomic and institutional drivers of market orientation were education, distance to an established market, size of the rice farm, agricultural extension service, and land fragmentation. The extent of market orientation was driven by education, labour, fertiliser access, distance to the asphalt road, size of the rice farm, and market information. Conclusion: Small-scale rice farmers in Southeast Nigeria are moderately market-oriented, and the educational status of the household head principally drives the decision to be market-oriented and the extent of orientation. Unique Contribution: The study identified the key factors that drive or inhibit smallholder rice farmers’ market orientation in Southeast Nigeria. This will help government agencies and policymakers to enact precise policies that will effectively drive smallholder commercialisation. Key Recommendation: Agricultural extension services should be strengthened to include market-oriented training and information dissemination to provide farmers with timely information on market dynamics and opportunities. https://iannajournalofinterdisciplinarystudies.com/index.php/1/article/view/174SmallholdersriceMarket orientationHeckman’s Model |
| spellingShingle | Ikenna Charles Ukwuaba Ukwuaba Chukwuemeka John Arene Chiedozie Benjamin Okpukpara Emmanuel Ejiofor Omeje Chris Nnamdi Onyekwe Victoria Okpukpara Ogochukwu Gabriella Onah Tochukwu Johnpaul Offorma Unpacking the Drivers of Market Orientation: Evidence from Smallholder Rice Farming Households in Southeast Nigeria Ianna Journal of Interdisciplinary Studies Smallholders rice Market orientation Heckman’s Model |
| title | Unpacking the Drivers of Market Orientation: Evidence from Smallholder Rice Farming Households in Southeast Nigeria |
| title_full | Unpacking the Drivers of Market Orientation: Evidence from Smallholder Rice Farming Households in Southeast Nigeria |
| title_fullStr | Unpacking the Drivers of Market Orientation: Evidence from Smallholder Rice Farming Households in Southeast Nigeria |
| title_full_unstemmed | Unpacking the Drivers of Market Orientation: Evidence from Smallholder Rice Farming Households in Southeast Nigeria |
| title_short | Unpacking the Drivers of Market Orientation: Evidence from Smallholder Rice Farming Households in Southeast Nigeria |
| title_sort | unpacking the drivers of market orientation evidence from smallholder rice farming households in southeast nigeria |
| topic | Smallholders rice Market orientation Heckman’s Model |
| url | https://iannajournalofinterdisciplinarystudies.com/index.php/1/article/view/174 |
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