Can I speak to the manager? The gender dynamics of decision-making in Kenyan maize plots

Farmer decision making for hybrid maize seed purchases: Effects of brand loyalty, price discounts and product information

CONTEXT

Each year public and private sector maize breeding programs in Kenya deliver high-yielding hybrids that are resistant to drought, pests, and diseases. Yet, most Kenyan maize farmers purchase older, well-known hybrids. While the 'varietal turnover' problem is well known, few solutions have emerged.

OBJECTIVE

The potential for seed companies and retailers to influence farmers' product selection towards new products remains an open question. In-store marketing that induces farmers to experiment with new products may be a scalable and cost-effective way to advance seed systems development.

METHODS

Our controlled field experiment with 600 farmers in Kenya comprised a mock agrodealer store stocked with locally available hybrids, where half the farmers who participated faced an out-of-stock situation for their preferred product. The influence of price promotions and product performance information on farmers' seed choice were assessed.

RESULTS AND CONCLUSIONS

When a participant's preferred product was available, performance information and discounts had no effect on decisions. However, when the preferred product was unavailable, the treatments had limited effects on product selection. Prior experience and brand loyalty stood out as the strongest predictors of seed product selection.

SIGNIFICANCE

Our work explored the potential for two interventions-information and price discounts-to influence farmers' product selection. While these interventions showed limited influence on selection, the study design provides a clear starting point for future related experiments. More public and private investments are required to generate timely, comparable, and reliable information on seed performance. The strong effect of brand loyalty favors larger-sized seed companies with sizable marketing budgets.

Innovative approaches to integrating gender into conventional maize breeding: lessons from the Seed Production Technology for Africa project

The integration of gender concerns in crop breeding programs aims to improve the suitability and appeal of new varieties to both women and men, in response to concerns about unequal adoption of improved seed. However, few conventional breeding programs have sought to center social inclusion concerns. This community case study documents efforts to integrate gender into the maize-focused Seed Production Technology for Africa (SPTA) project using innovation history analysis drawing on project documents and the authors' experiences. These efforts included deliberate exploration of potential gendered impacts of project technologies and innovations in the project's approach to variety evaluation, culminating in the use of decentralized on-farm trials using the tricot approach. Through this case study, we illustrate the power of active and respectful collaborations between breeders and social scientists, spurred by donor mandates to address gender and social inclusion. Gender integration in this case was further facilitated by open-minded project leaders and allocation of funding for gender research. SPTA proved to be fertile ground for experimentation and interdisciplinary collaboration around gender and maize breeding, and has provided proof of concept for larger breeding projects seeking to integrate gender considerations.