Farmers’ requirements for sorghum seed products in Tanzania
This brief explores Tanzanian farmers’ requirements for sorghum seed products as input for discussions by CGIAR and NARES on seed product market segmentation and the design of target product profiles (TPPs). We applied a novel approach to identify the requirements—video-based product concept testing...
| Autores principales: | , , , , , , , , , |
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| Formato: | Brief |
| Lenguaje: | Inglés |
| Publicado: |
CGIAR
2024
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| Acceso en línea: | https://hdl.handle.net/10568/152399 |
| _version_ | 1855533811185483776 |
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| author | Mbugua, Mercy Donovan, Jason A. Rutsaert, Pieter Gandhi, Harish Tamerlane Mark Nas Templer, Noel A. de Sousa, Kaue Mawia, Harriet Ojiewo, Chris O. Gichuru, Lilian |
| author_browse | Donovan, Jason A. Gandhi, Harish Gichuru, Lilian Mawia, Harriet Mbugua, Mercy Ojiewo, Chris O. Rutsaert, Pieter Tamerlane Mark Nas Templer, Noel A. de Sousa, Kaue |
| author_facet | Mbugua, Mercy Donovan, Jason A. Rutsaert, Pieter Gandhi, Harish Tamerlane Mark Nas Templer, Noel A. de Sousa, Kaue Mawia, Harriet Ojiewo, Chris O. Gichuru, Lilian |
| author_sort | Mbugua, Mercy |
| collection | Repository of Agricultural Research Outputs (CGSpace) |
| description | This brief explores Tanzanian farmers’ requirements for sorghum seed products as input for discussions by CGIAR and NARES on seed product market segmentation and the design of target product profiles (TPPs). We applied a novel approach to identify the requirements—video-based product concept testing (VPCT). Through multiple engagements with breeders, farmers, and industry, we identified seven sorghum seed-product concepts, five targeting the end use—home use, feed and food, industrial malting, food and fodder, forage; one concept on cropping system—intercropping; and one targeting material type—hybrid. We sampled 1,100 farmers from the Dodoma and Shinyanga Regions, where each farmer evaluated and ranked three concepts. Farmers were most likely to have selected the hybrid concept as their most preferred concept, followed by the home use concept. Based on these results, we present a proposal for revisions of the current set of market segments and TPPs for sorghum in Tanzania—one the largest sorghum producer in Eastern Africa. |
| format | Brief |
| id | CGSpace152399 |
| institution | CGIAR Consortium |
| language | Inglés |
| publishDate | 2024 |
| publishDateRange | 2024 |
| publishDateSort | 2024 |
| publisher | CGIAR |
| publisherStr | CGIAR |
| record_format | dspace |
| spelling | CGSpace1523992025-11-05T12:18:20Z Farmers’ requirements for sorghum seed products in Tanzania Mbugua, Mercy Donovan, Jason A. Rutsaert, Pieter Gandhi, Harish Tamerlane Mark Nas Templer, Noel A. de Sousa, Kaue Mawia, Harriet Ojiewo, Chris O. Gichuru, Lilian sorghum seeds breeding market segmentation This brief explores Tanzanian farmers’ requirements for sorghum seed products as input for discussions by CGIAR and NARES on seed product market segmentation and the design of target product profiles (TPPs). We applied a novel approach to identify the requirements—video-based product concept testing (VPCT). Through multiple engagements with breeders, farmers, and industry, we identified seven sorghum seed-product concepts, five targeting the end use—home use, feed and food, industrial malting, food and fodder, forage; one concept on cropping system—intercropping; and one targeting material type—hybrid. We sampled 1,100 farmers from the Dodoma and Shinyanga Regions, where each farmer evaluated and ranked three concepts. Farmers were most likely to have selected the hybrid concept as their most preferred concept, followed by the home use concept. Based on these results, we present a proposal for revisions of the current set of market segments and TPPs for sorghum in Tanzania—one the largest sorghum producer in Eastern Africa. 2024 2024-09-25T20:41:51Z 2024-09-25T20:41:51Z Brief https://hdl.handle.net/10568/152399 en Open Access application/pdf CGIAR Mbugua, M., Donovan, J., Rutsaert, P., Gandhi, H., Nas, T. M., Templer, N., de Sousa, K., Mawia, H., Ojiewo, C.O., & Gichuru, L. (2024). Farmers’ requirements for sorghum seed products in Tanzania. Market Intelligence Brief Series 15, Montpellier: CGIAR. https://hdl.handle.net/10883/34683 |
| spellingShingle | sorghum seeds breeding market segmentation Mbugua, Mercy Donovan, Jason A. Rutsaert, Pieter Gandhi, Harish Tamerlane Mark Nas Templer, Noel A. de Sousa, Kaue Mawia, Harriet Ojiewo, Chris O. Gichuru, Lilian Farmers’ requirements for sorghum seed products in Tanzania |
| title | Farmers’ requirements for sorghum seed products in Tanzania |
| title_full | Farmers’ requirements for sorghum seed products in Tanzania |
| title_fullStr | Farmers’ requirements for sorghum seed products in Tanzania |
| title_full_unstemmed | Farmers’ requirements for sorghum seed products in Tanzania |
| title_short | Farmers’ requirements for sorghum seed products in Tanzania |
| title_sort | farmers requirements for sorghum seed products in tanzania |
| topic | sorghum seeds breeding market segmentation |
| url | https://hdl.handle.net/10568/152399 |
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