Mailu, Stephen and Rutto, Jamin and Njuguna, Esther (2011): Mavens and their potential role in the diffusion of marketing information.
Download (323kB) | Preview
Small ruminants play an important social and economic role in the lives of many pastoralists who inhabit many parts of Northern Kenya. The area is poorly served by modern communication services although things are slowly changing as mobile telephone services are rolled into these areas. This possibility will likewise improve the chances of providing this population with up-to-date market intelligence which in turn should improve the returns from the sale of livestock in distant markets. To operationalise this, the use of the internet as well as SMS delivered market intelligence through the National Livestock Marketing Information System (NLMIS) was launched in 2007.
As a novel idea in the region, it was expected that information about its existence would pass through a series of intermediaries such as mavens. Based on a study of 250 pastoral households, this paper attempts to explore the concepts of mavens, opinion leadership and innovativeness in the marketing of small ruminants from the larger Marsabit and Isiolo Districts of Eastern Province, Kenya. It concludes that though the NLMIS is still relatively unknown, the presence of market mavens who in this data are indistinguishable from opinion leaders could catalyze the spread and eventual use of the system.
|Item Type:||MPRA Paper|
|Original Title:||Mavens and their potential role in the diffusion of marketing information|
|English Title:||Mavens and their potential role in the diffusion of marketing information|
|Keywords:||Market mavens, Opinion leaders, Innovativeness|
|Subjects:||M - Business Administration and Business Economics; Marketing; Accounting > M3 - Marketing and Advertising > M31 - Marketing
Q - Agricultural and Natural Resource Economics; Environmental and Ecological Economics > Q1 - Agriculture > Q13 - Agricultural Markets and Marketing; Cooperatives; Agribusiness
Z - Other Special Topics > Z1 - Cultural Economics; Economic Sociology; Economic Anthropology > Z13 - Economic Sociology; Economic Anthropology; Social and Economic Stratification
|Depositing User:||Stephen Mailu|
|Date Deposited:||13. Aug 2011 07:19|
|Last Modified:||13. Feb 2013 14:33|
Abdulai A., Monnin P., and Gerber J. (2008) Joint estimation of information acquisition and adoption of new technologies under uncertainty. Journal of International Development 20:, 437–451
Abratt R., Nel D., and Nezer C. (1995) Role of the market maven in retailing: A general marketplace influencer Journal of Business and Psychology, 10, 31-55.
Aklilu, Y. (2002). An audit of the livestock marketing status in Kenya, Ethiopia and Sudan (Volume I). OAU-IBAR Rreport for CAPE/ PACE Programme.
Barrett, CB., Bellemare, M.F. and Osterloh, S.M., (2004a) Household-level livestock marketing behavior among Northern Kenyan and Southern Ethiopian pastoralists (November 2004). Available at SSRN: http://ssrn.com/abstract=716301
Barrett, C.B., Osterloh, S., Little, P.D., and McPeak, J.G., (2004b) Constraints limiting marketed livestock offtake rates among pastoralists, Pastoral Risk Management Project Research Brief 04-06, August 2004.
Bellemare M.F and Barrett C.B. (2006) An ordered Tobit model of market participation: Evidence from Kenya and Ethiopia, American Journal of Agricultural Economics 88(2): 324-337
Chelminski, P. and Coulter, R.A. (2007) On market mavens and consumer self-confidence: A cross-cultural study. Psychology & Marketing, 24(1): 69–91
Chogou S.K., Lebailly P., Adégbidi A., Gandonou E. (2009) Impact of public market information system (PMIS) on farmers food marketing decisions: Case of Benin, paper prepared for the 111th EAAE-IAAE Seminar, 26th-27th June 2009, University of Kent, Canterbury, UK
Clark, R.A. and Goldsmith, R.E. (2005) Market mavens: psychological influences., Psychology & Marketing, 22(4): 289–312
Clark, R.A., Goldsmith, R.E. and Goldsmith, E.B. (2008) Market mavenism and consumer self-confidence. Journal of Consumer Behaviour 7: 239–248
Delgado C., Rosegrant M., Ehui S. and Courbois C. (1999) Livestock to 2020: The Next Food revolution, IFPRI Vision 2020 Food, Agriculture, and the Environment Discussion Paper No. 28
Dobre C. Dragomir A., and Preda G. (2009) Consumer innovativeness: A marketing approach, Management & Marketing 4(2): 19-34
Eglleston, K., Jensen R.and Zeckhauser R. (2002) Information and communication technologies, markets and economic development. Tufts University 2002 Working Paper Series, No. 2002-03. Accessed from ase.tufts.edu/econ/papers on 1/12/2010
Feder G. and Savastano S. (2006) The role of opinion leaders in the diffusion of new knowledge: The case of integrated pest management, World Bank Policy Research Working Paper No. 3916
Ferris S., Engoru P. and Kaganzi E. (2008) Making market information services work better for the poor in Uganda, CAPRi Working Paper No. 77, International Food Policy Research Institute, Washington, DC, USA, (http://dx.doi.org/10.2499/CAPRiWP77)
Feick, L.F. and Price, L.L. (1987) The market maven: A diffuser of marketplace information, Journal of Marketing, Vol. 51:, 83-97.
Gliem J.A. and R.R Gliem (2003) Calculating, interpreting, and reporting Cronbach’s Alpha reliability coefficient for likert-type scales, Midwest Research to Practice Conference in Adult, Continuing, and Community Education
Goldsmith´, R.E., Clark, R.A. and Goldsmith, E.B. (2006). Extending the psychological profile of market mavenism., Journal of Consumer Behaviour 5: 411–419.
Granovetter M (1983) The strength of weak ties: A network theory revisited, Sociological theory Vol 1, 201-233
Juma, G.P., Drucker A.G., Baltenweck I. and M. Ngigi, M. (2007) Market power and efficiency in indigenous small ruminant marketing channels in Marsabit, Kenya., Paper presented at the 12th Annual conference on Econometric Modelling for Africa, 4-6 July, 2007, Cape Town, South Africa.
Juma, G.P., Ngigi, M., Baltenweck, I and A.G. Drucker, A.G. (2010) Consumer demand for sheep and goat meat in Kenya Small Ruminant Research 90(1): 135-138.
Kariuki, G. and Kaitho, R. (2006) Application of information communication technologies in developing a national livestock marketing information system for Kenya; Paper presented at the 10th KARI Biennial Scientific Conference and Agricultural Forum. Nairobi, Kenya, November 12-17, 2006.
Kariuki, G., Mwangi, M., Maina, J., Wario, Q. & Kaitho, R. (2009). From LINKS to NLMIS: Issues, challenges and lessons learned, Research brief, Global Livestock Collaborative Research Support Program.; (Accessed on October 12, 2010 from http://glcrsp.ucdavis.edu/)
Karugu W. (2010) Kenya Agricultural Commodity Exchange (KACE): Linking Small‐Scale Farmers to National and Regional Markets. GIM Case Study No. B068. New York: United Nations Development Programme, 2010
Kirimi L., Sitko N., Jayne T.S., Karin F., Muyanga M., Sheahan M., Flock J. and Bor G. (2011) A farm gate-consumer value chain analysis of Kenya’s maize marketing system, Department of Agricultural, Food and Resource Economics and the Department of Economics, Michigan State University, MSU International Development Working Paper No. 111
Kontos, E.Z., Emmons, K.M., Puleo, E., Viswanath, K. (2011). Determinants and beliefs of health information mavens among a lower-socioeconomic position and minority population. Social Science & Medicine, 73(1):22-32
Murage, A.W., Amudavi, D.M., Obare, G., Chianu, J., Midega, C.A.O., Pickett, J.A. and Khan, Z.R.(2011) Determining smallholder farmers' preferences for technology dissemination pathways: the case of 'push-pull' technology in the control of stemborer and Striga weeds in Kenya, International Journal of Pest Management, 57(2):133-145
Okello J.J. (2010) Does use of ICT-based market information services (MIS) improve welfare of smallholder farm households? Evidence from Kenya, Poster prepared for presentation at the Agricultural & Applied Economics Association’s (AAEA), CAES & WAEA Joint Annual Meeting, Denver, Colorado, July 25-27, 2010
Ouma E., Jagwe J., Obare G.A. and Abele S (2009) Determinants of smallholder farmers’ participation in banana markets in Central Africa: The role of transaction costs Agricultural Economics 41(2): 111-122
Pingali P., Khwaja Y. and Meijer M. (2005) Commercializing small farms: Reducing transaction costs, ESA Working Paper No. 05-08. Accessed from http://www.fao.org/es/esa on 4/11/2010
Puspa J. and Kühl R. (2006) Building Consumer’s Trust through Persuasive Interpersonal Communication in a Saturated Market: The Role of Market Mavens, Paper prepared for presentation at the 99th EAAE Seminar ‘Trust and Risk in Business Networks, Bonn, Germany, February, 8-10, 2006
Seleka, T.B. (2001) Determinants of short-run supply of small ruminants in Botswana, Small Ruminant Research, 40(3): 203-214.
Slama M.E., Williams T.G. (1990) Generalization of the market maven’s information provision tendency across product categories, Advances in Consumer Research 17: 48-52
Venkatraman M.P. (1989) Opinion leaders, adopters and communicative adopters: A role analysis., Psychology and Marketing 6(1):51-68
Walsh G., Gwinner K.P and Swanson S.R. (2004) What makes mavens tick? Exploring the motives of market mavens’ initiation of information diffusion Journal of Consumer Marketing 21: 109-122