The Effect of Agribusiness Information Marketing Tools (AIMTs) on the Income of Garri Producers: An Empirical Study in Sierra Leone

Abstract

**Purpose:** The study aims to assess the impact of AIMTs on the income of Garri producers in the Bo district of Sierra Leone. The study specifically examines the effects of social media marketing information tools on Garri producers’ income, the effects of traditional marketing information tools on Garri producers’ income, and the challenges faced when using these tools.

**Method:** The study adopted a cross-sectional research design and a multistage sampling technique to select 250 Garri producers in Bo District. A self-administered questionnaire was administered to 250 Garri producers selected randomly after the multistage sampling technique. Multinomial logistic regression and descriptive statistics were used to analyze the data.

**Results:** The regression results revealed that the use of computers, radio, television, and the quality of Garri have a positive effect on Garri producers’ income, while the use of mobile phones as an agribusiness marketing tool has a negative effect on Garri producers' income. Results from the challenges encountered when using these tools revealed poor internet connectivity and cost as the key barriers to Garri producers' use of AMITs.

**Implications:** The study recommends that Efforts should be made to promote skill development in the use of agribusiness information marketing tools among local farmers and producers. This can be achieved through the efforts of extension workers, who organize workshops and radio programs to teach basic skills for using AIMTs.