Profile, media habits and communication preferences of coffee growers in cagayan province: Basis for communication materials development

Abstract

Effective agricultural extension depends on communication strategies that are aligned with farmers’ characteristics, communication behavior, and information needs. However, limited information is available on the communication profiles and media preferences of coffee growers in Northern Luzon, constraining the development of audience-centered extension materials. This study assessed the socio-demographic profile, communication profile, media habits, preferred information sources, communication channels, and communication formats of coffee growers in Cagayan Province as the basis for developing communication materials for the Cagayan State University (CSU) Coffee Hub Extension Program. A descriptive-survey research design was employed involving 49 purposively selected coffee growers from selected coffee-producing municipalities. Data were collected using a structured questionnaire and analyzed using frequencies, percentages, and weighted means. The respondents were predominantly female (51.0%), aged 51–60 years (34.7%), married (79.6%), elementary graduates (42.9%), and primarily engaged in farming (87.8%). Basic cellular phones and radios were the most commonly owned communication devices (81.6%), while only 22.4% had stable internet access and 71.4% reported low digital literacy. SMS (weighted mean = 4.50), radio (3.85), television (3.74), and Facebook (3.62) were the most frequently used communication media. Agricultural extension workers (4.82), field demonstrations (4.76), and fellow coffee farmers (4.68) were the most preferred information sources, whereas hands-on demonstrations (4.88), face-to-face training (4.84), brochures (4.76), radio programs (4.70), and demonstration videos (4.68) were the most preferred communication channels and formats. These findings informed the development of an Audience-Centered Communication Materials Design Framework, highlighting the need for a blended extension strategy that integrates interpersonal communication, printed materials, broadcast media, mobile messaging, and appropriate digital platforms to enhance technology dissemination and support sustainable coffee production.