Effects of information and price promotions on farmer experimentation with new maize hybrids

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cg.contributor.affiliationInternational Maize and Wheat Improvement Center
cg.contributor.donorBill & Melinda Gates Foundation
cg.contributor.initiativeMarket Intelligence
cg.contributor.initiativeSeed Equal
cg.contributor.programAcceleratorBreeding for Tomorrow
cg.coverage.countryKenya
cg.coverage.iso3166-alpha2KE
cg.coverage.regionSub-Saharan Africa
cg.creator.identifierSarah Wairimu Kariuki: 0000-0003-4691-2657
cg.creator.identifierJason Donovan: 0000-0001-7733-7451
cg.creator.identifierPieter Rutsaert: 0000-0001-9691-6088
cg.creator.identifierMichael Ndegwa: 0000-0001-6751-8259
cg.identifier.doihttps://doi.org/10.2139/ssrn.5374063
cg.subject.actionAreaResilient Agrifood Systems
cg.subject.actionAreaGenetic Innovation
cg.subject.impactAreaClimate adaptation & mitigation
cg.subject.impactAreaNutrition, health & food security
cg.subject.impactAreaPoverty reduction, livelihoods & jobs
dc.contributor.authorKariuki, Sarah Wairimu
dc.contributor.authorMuteti, F.N.
dc.contributor.authorDonovan, Jason
dc.contributor.authorRutsaert, Pieter
dc.contributor.authorNdegwa, Michael Kariuki
dc.contributor.authorMbugua, Mercy
dc.date.accessioned2025-11-24T15:26:49Z
dc.date.available2025-11-24T15:26:49Z
dc.identifier.urihttps://hdl.handle.net/10568/178120
dc.titleEffects of information and price promotions on farmer experimentation with new maize hybrids
dcterms.abstractVarietal turnover in maize seed systems in sub-Saharan Africa remains slower than expected, despite significant public and private investment in breeding and seed commercialization. Encouraging farmers to experiment with new hybrids could accelerate adoption and facilitate the replacement of outdated seed products. This study evaluates the impact of point-of-sale information and price promotions on farmer purchases of new maize hybrids in Kenya, using a randomized controlled trial with 1,790 farmers intercepted at agro-dealer shops. We tracked farmers' seed choices immediately after the intervention and again in the following season, eight months later. Informational messages that highlighted the benefits of new hybrids and recommended specific hybrids increased the likelihood that farmers purchased these seeds. Combining information with a price discount increased both the likelihood of purchase and the quantity of seed bought. Follow-up data show that discount-induced experimentation translated into continued use, suggesting that farmers were willing to pay full price after the initial trial. These findings underscore the potential of modest targeted retail interventions to overcome adoption frictions and accelerate varietal turnover.en
dcterms.accessRightsOpen Access
dcterms.available2025-08-12
dcterms.bibliographicCitationKariuki, S., Muteti, F., Donovan, J., Rutsaert, P., Ndegwa, M. K., & Mbugua, M. (2025). Effects of information and price promotions on farmer experimentation with new maize hybrids. Social Science Research Network (SSRN). https://doi.org/10.2139/ssrn.5374063
dcterms.hasVersionhttps://hdl.handle.net/10883/36066
dcterms.issued2025-08
dcterms.languageen
dcterms.publisherElsevier
dcterms.subjectexperimentation
dcterms.subjecttechnology adoption
dcterms.subjectfarm inputs
dcterms.subjectmaize
dcterms.subjecthybrids
dcterms.subjectprices
dcterms.typePreprint

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