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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 is "Section B" of a report that presents estimates and summary statistics from the 2008/2009 wave of the Tanzania National Panel Survey (TZNPS), part of the Living Standards Measurement Study – Integrated Surveys on Agriculture (LSMS-ISA). We present our analyses of household characteristics by gender and by administrative zone, considering landholding size, number of crops grown, yields, livestock, input use, and food consumption.