COMMUNICATION MEDIA USAGE AND UPTAKE PATTERNS OF INOCULANT TECHNOLOGY IN TOLON DISTRICT AND SAVELEGU MUNICIPAL OF THE NORTHERN REGION, GHANA

Abstract

The purpose of this study is to investigate the influence of communication media usage and uptake pattern of inoculant technology in the northern region of Ghana. The study was conducted in the Tolon District and Savelegu Municipal respectively of the Northern Region of Ghana. Close and open-ended questionnaires and personal interviews were all used in collecting data from 210 legume farmers sampled for this study. The study results revealed that, communication methods used by promoters of rhizobium inoculant in the dissemination of information on rhizobium inoculant are radio, demonstration and video as well as combination of these methods. However, the most communication method frequently used in accessing on information on agricultural innovation is radio, followed by demonstration and video. The types of communication method used to promote and disseminate information on agricultural innovation to farmers had a strong influence on awareness creation among farmers in the study area. However, the types of communication method used to disseminate innovation to farmers did not influence respondents’ knowledge on rhizobium inoculant in the study area. On farmers’ intention to use rhizobium inoculant for their farming, over 74.3% of farmers are intending to use rhizobium inoculant for their farming operation. With, predictors of farmers’ intention to use rhizobium inoculant, attitude towards the technology as well social pressure were the strongest predictors of farmers’ intention to use the rhizobium inoculant. The study recommends among others things, the combination of all the three methods to enhance farmers’ knowledge on rhizobium inoculant and the need for redeveloping of new brand of rhizobium inoculant with long shelf life to help boast farmers’ confidence on rhizobium inoculant usage.