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Enhancing Women Participation in Virtual Marketing in Nigeria: Evidence from “KasuwaGo” Mobile App ICT Support Services Agent Programme in Legume marketing

Author

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  • Toyin B, Ajibade

Abstract

We developed “KasuwaGo” mobile app to remove barriers to market participation in West Africa agri-food value chains. Women's adoption and usage of the app remains low in Nigeria. To deepen usage, we introduced a youth-led market-based agent structure to provide ICT support services in transaction creation and trade facilitation for eighty women managed in eight groups in key markets. About 72.5% of the group members gave no consideration to gender in their choice of agent, as they were more concerned with agent's availability and accessibility. Female-managed groups consummated 18% more transactions than male-managed groups (p<0.05) indicating some level of same-gender affinity on engagements beyond transaction initiation. Although potential trade location counts for group members was higher by 6±1 over a 4-week cycle compared to non-group members, the interaction response time to potential trade partners was lower for non-group members app users who were smart phone owners (p<0.05). We found no significant difference in distance of markets participated in by group and non-group members who were “KasuwaGo” app-users on own-smart-phones. Averagely, women traders were willing-to-pay additional NGN110.13 as monthly subscription for app usage. Our findings suggest that providing marketing ICT support is beneficial to mainstreaming women into priority nodes on food value chains.

Suggested Citation

  • Toyin B, Ajibade, 2024. "Enhancing Women Participation in Virtual Marketing in Nigeria: Evidence from “KasuwaGo” Mobile App ICT Support Services Agent Programme in Legume marketing," IAAE 2024 Conference, August 2-7, 2024, New Delhi, India 344400, International Association of Agricultural Economists (IAAE).
    • Handle: RePEc:ags:iaae24:344400
    DOI: 10.22004/ag.econ.344400
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