Opinion Leaders versus Interpersonal Forces: Analysis of the Relative Influence on Zimbabwean Farmers Input Purchase Behavior

This study had the primary aim of analyzing the relative influence of opinion leaders and interpersonal forces on farmers’ input purchases. The interpersonal factors analyzed in the study include age, education, income, years of farming experience, farm size, and family/friends while the opinion sources investigated include input supplier/distributors, extension agents, other farmers, cooperative leaders, and internet search. The study also had the secondary objective of determining the most influencing interpersonal factor and the most influencing opinion source on farmers’ input purchases decision. The study employed the use of the descriptive research design and quantitative research methods in data collection and analysis. Data was collected through a survey of 100 farmers in Bulawayo Metropolitan province of Zimbabwe using the convenience sampling technique. Findings indicate that interpersonal forces have more influence on farmers’ input purchase decisions than opinion leaders. Findings also indicate that farmers’ farming experience is the most influencing interpersonal factor in this study while other farmers’ opinions are the most influencing opinion source. Other farmers’ opinions are also based on their own experience; therefore, experience is the crucial factor influencing input purchase decisions. The implications of this finding on practice are that farmers are inclined to reject new inputs they and other farmers have no experience with and it is therefore recommended that both extension agents and input suppliers develop strong partnerships with farmers to influence the adoption of new inputs.