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Consumer attitudes are a key component in private sector market segmentation. Knowledge about consumers’ tastes can lead to better product design and more effective communication with target markets. Similarly, evidence suggests that farmers’ attitudes influence whether they adopt productivity-increasing technologies. Using consumer insights from the private sector, agricultural intervention programs can use market research, product development, and communication strategies to better understand farmers as consumers and best target interventions. This brief provides an overview of how farmers' attitudes affect their willingness to adopt new technology, and how knowledge of farmer attitudes can improve program design and implementation.
This report provides a general overview of trends in public and private agricultural research and development (R&D) funding and expenditures in Sub-Saharan Africa (SSA). The request is divided into two sections, covering public funding and private funding. Within each section, relevant data is presented on historical funding patterns, the types of research conducted, and which countries within SSA are financing R&D at the highest level. We find that the majority of growth in African public agricultural research funding took place in the 1960s, when real public spending on agricultural research increased 6% a year. From 1971 to 2000 annual growth averaged 1.4% a year. Public financing of agricultural R&D experienced a moderate shift in the 1990s from bilateral and multilateral donor funding to domestic government financing. The shift varied by country, but donor funding dropped for all SSA countries an average of 10%. Private research and development funding is heavily concentrated in developed countries with the United States and Japan the two biggest spenders. Within SSA, private R&D expenditures comprise 2% of all R&D spending. The main private actors in SSA are companies based in South Africa and Nigeria. The private sector is focused on research areas that involve marketable inputs, such as chemicals, seeds, and machines/