Extension Service Delivery following Marketing Approach for Maize Productivity in Morogoro and Dodoma Regions

Abstract

Agricultural extension service is one of the strategies specified in the Agricultural Sector Development Strategy (ASDS) I and II for successful productivity of Agricultural sector in Tanzania. The ASDS I and II emphasize on delivering extension services to farmers using marketing approach. The extent to which extension service are provided to farmers using marketing approach is not yet scholarly established. This study therefore evaluates the extent to which extension services are delivered to maize farmers following marketing approached-based skills in Morogoro and Dodoma Region. The study also determines the influence of marketing approached- based skills on maize productivity. The study quantitatively employed descriptive and explanatory survey designs. The data were gathered using questionnaire from 500 farmers who were sampled through stratified simple random technique. The gathered data were analysed using Descriptive Statistics and Multiple Linear Regressions. that the findings revealed that, extension services are delivered to maize farmers to some extent using marketing approach-based skills; but to a large extent the services are delivered on pure agricultural skills. Furthermore, the marketing approach-based skills were found to have positive and significant influence on maize productivity. It is therefore recommended that, the government and other stakeholders through their respective extension agents should emphatically provide pure agricultural skills in conjunction with marketing approach-based skills to maize farmers.