Investigating the Information Needs, Seeking Behavior, and Use pf Rice and Coconut Farmers in San Antonio Quezon

Date

12-2023

Degree

Bachelor of Science in Agribusiness Management

College

College of Economics and Management (CEM)

Adviser/Committee Chair

Gemma U. Reyes

Committee Member

Mar B. Cruz, Melodee Marciana E. De Castro

Abstract

The Department of Agriculture has been actively developing strategies centered around both traditional and modern Information and Communication Technologies (ICTs) to enhance the information literacy of farmers. However, persistent issues, such as limited physical access to information and digital divide, continue to be prevalent in developing nations, particularly in marginalized rural regions in the Philippines. This challenge is evident in San Antonio, Quezon, where agriculture remains a primary source of livelihood. With this, understanding the information needs of farmers and understanding how they source and utilize information becomes increasingly crucial. These steps are vital for maximizing farmers' productivity, given their heavy reliance on available information to make informed decisions. Thus, the study aimed to investigate the information needs, seeking behavior, and usage patterns of rice and coconut farmers, the primary contributors to San Antonio's agricultural production. Participants, selected through judgmental sampling (n = 26 rice farmers and 26 coconut farmers), underwent semi-structured interviews, and the collected data was analyzed using thematic analysis.

Rice and coconut farmers have diverse information needs, and often, these needs are unique and specific to their farming problems, challenges, and their industry. Rice farmers are interested in learning information related to input product selection crop production, while coconut farmers primarily concentrate on opportunities related to processing and value addition. Both rice and coconut farmers in San Antonio prioritize market information, including farmgate prices of their harvested crops. They consider information on how to ensure better profits their top information need. Other information needs include information on how to increase crop yield and develop financing skills.

The information available for farmers was also explored to further assess their information needs. Results showed that the Department of Agriculture conducts limited in-person training programs for rice and coconut farmers in San Antonio. There are other available learning opportunities, however, not all farmers are aware of these resources. Additionally, their hands-on learning preference for farming practices is hindered by limited slots in training programs.

The MAO established the Farmers' Information and Technology Services (FITS) Center that will serve as a resource hub for farmers. Additionally, various companies and representatives from attached agencies visit San Antonio to share information and knowledge, with the Municipal Agricultural Officer coordinating these efforts with different associations. However, there are still disparities in learning opportunities between landowners and tenant rice farmers, as landowners are the ones who primarily benefit from free training programs.

Farmers employ a diverse range of methods to acquire information. These methods can be broadly categorized based on the modes and mediums of farmers’ information seeking behavior. They draw from personal experience, seek advice from agriculturists at the municipal office, consult various sources such as buyers and input sellers, interact with co-farmers and acquaintances, seek advice from landowners or tenants, utilize social media and online platforms, make phone calls, attend training programs and meetings, and collaborate with other farmers. Subsequently, they evaluate, put the information into practice, and make decisions based on the information they acquire. They also often benchmark against industry standards and share information with their peers and the farming community.

The study not only delved into individual farmer characteristics in analyzing these variables but also considered the broader context of temporal factors, problem and task in hand, information sources, social roles, and access to facilities. Based on the findings, the information needs, seeking behavior and use of farmers can be determined according to three categories of farmers: conservative, cautious, and progressive farmers. This is according to the temporal context of farmers where conservative farmers mostly have non-recurring information needs, cautious farmers both have non-recurring and recurring information needs, and progressive farmers have recurring, new, and continuous information needs.

Information needs and seeking behavior are frequently influenced by the nature of the task or problem at hand, their familiarity with the problem, trust in the information source, convenience, and the entertainment value of the content.

Additionally, the access to facilities and information becomes a crucial context for this study due to infrastructure and access constraints, market dynamics, associated risks in primary activities, and the presence of supporting activities that shape farmers’ behavior and needs.

With regards to social role of farmers, it can be observed that the active involvement of coconut and rice farmers, along with their spouses, landowners, tenants, or laborers, in farm decision-making processes shapes the information needs, seeking behavior, and use of farmers. Moreover, their sense of responsibility and self-efficacy, which are influenced by their affiliations with agricultural associations or cooperatives, also determine their information needs and behavior.

Considering these findings, it is imperative for government agencies and agriculture extension workers to reevaluate and enhance their strategies for information dissemination. Tailoring programs to address the specific needs of farmers, increasing awareness about available resources, and adopting inclusive approaches can contribute to the development of more effective agricultural training programs.

Language

English

LC Subject

Rice farmers, Coconut farmers, Information measurement

Location

UPLB College of Economics and Management (CEM)

Call Number

LG 993 2023 M17 C38

Notes

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Document Type

Thesis

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