The Utilization of print materials for coffee technology transfer and the farmer's awareness, knowledge, attitude, and practice on coffee technologies by Eduardo R. Zafra

Thesis (M.A. - - Communication Journalism) University of the Philippines.

Includes bibliographical references.

Graduate Studies Open Learning College (GSOLC)

To draw a comprehensive picture of the utilization and perceived effectiveness of the four (el) print materials for coffee technology transfer, and the
farmers' awareness and knowledge of, attitude towards and practice of coffee technologies, a survey of all ten (10) cooperating farmers and 70 randomly selected non-cooperating farmers was conducted in all 14 barangays of Kalomansig, Sultan Kudarat in Region XII (Central Mindanao).

Using descriptive statistics such as ratio and proportions, frequency counts, and averages to analyze the data, the following were the major highlights of this study.
All cooperating farmers and almost all non-cooperating farmers were male, married, and in their early 30s and 410s respectively. Their average number of children Has 3 and 4 while their mean number of years of residence in their barangaY was 21 years and 27 years,
respectively.

All of them hod attended formal education/schooling, were Cebuano speaking and were members and/or officers in three (3) former associations in their barangay. Their chief source of income was coffee farming, giving them an overage annual income of P21)700 and P26,7717 respectively. Engaged' in other income-generating activities like business, rice farming and fishing, their average annual income from these ventures reached P291300 and P19,5147 respectively. Meanwhile, their form size ranged from 1 to 11 hectares and above with an overage of 7 and 4 hectares, respectively.
Aware of other coffee technologies before 1988 through Nestle and DA, they also indicated their awareness of coffee technologies through the wall news, leaflet, primer 1 and primer 2.

As regards their degree of knowledge, cooperating farmers showed a very high knowledge on coffee diseases and their control, coffee rejuvenation and coffee diseases but only moderate knowledge on Coffee Propagation. On the other hand, the degree of knowledge of non-cooperating farmers on the four (4) technologies ranged from moderate to very high.
Their perception of the four (4) Print materials ranged from "agree" to "strongly agree" while their attitude towards the technologies found in these print materials was within the "mildly favorable" to "very
favorable" range.

All of them had partially adopted in their farm at least three (3) of the four (4) coffee technologies found in the print materials, and that they were full adaptors of the same, having followed all recommended steps/practices.
However, majority of them were still applying
these technologies on a small scale. Their reasons were: "easy management"," was what they could afford", and "see if these were successful". Those who tried but later stopped, though few in number, reasoned that they " lost interest", " lacked assistance" and" were wary about the technologies' potential".

All four (1) print materials were effective in terms of color, illustration/s, size, content, and design and in technology dissemination. They also found the said materials very easy to read. Finally, farmer-respondents found the three (3) coffee technologies, namely coffee rejuvenation, coffee diseases and their control, and coffee diseases to be relatively advantageous, compatible, observable, simple, and trialoble-characteristics which they perceived hove helped them gain high knowledge, favorable attitude and eventually into full adoption of the same.

Submitted to the University Library 11/15/1999 T-1996