What drives mobile money services demand by farmers in Ghana? A study of maize farmers Online publication date: Wed, 25-May-2016
by Dadson Awunyo-Vitor
International Journal of Management Practice (IJMP), Vol. 9, No. 2, 2016
Abstract: The purpose of this paper is to investigate the determinants of demand for mobile money services by maize farmers in Ghana. Data for the study was solicited from 390 sampled maize farmers. Descriptive statistics, Kendall's coefficient of concordance and the probit regression model were used to analyse the data. The respondents indicated that they used money transfer services and cash withdrawal services because it is convenient, fast, reliable and secured. The challenges facing usage of mobile money services as noted by the respondents include a limited number of cash points, high commission and poor customer services. Based on the regression result, years of formal education, asset endowment, and level of financial literacy significantly drives farmers' demand for mobile money services. The study therefore recommends an increase the number of cash points and agents by management to increase farmers demand for mobile money services in Ghana.
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