Communication Preferences of Mango Contractors: A Study on Device, Platform, and Information Quality Attributes

Abstract

Purpose - This paper aimed to determine the preferences of mango contractors in Pangasinan, Philippines, regarding communication devices, platforms, and information quality.
 Design/Methodology/Approach - To achieve this, a survey was conducted with 100 mango contractors. The respondents were asked to compare communication attributes against each other to determine which aspects held greater significance from their perspectives. This comparison was carried out following the Analytic Hierarchy Process (AHP) framework and scale.
 Findings - The top communication device attributes sought by mango contractors were utility and mobility, reflecting their diverse roles and the need for cost-effective and multifunctional devices. Mango contractor activities were not limited to the farm, and extend to the local and international market. Communication platforms should be able to offer information archiving and accessibility, especially for business-related transactions, since it is crucial for contractors to refer to past negotiations. These could also be the basis of business decisions of the contractors. Regarding information quality, effectiveness was the highest priority, followed by accessibility. Mango contractors require usable and highly effective information in the decision-making processes.
 Research Implications - In conclusion, mango contractor preferences are based on operational nature and lifestyle. Understanding the preferences of mango contractors is crucial for designing a relevant and effective information system. Adhering to these preferences will likely increase adoption and active participation among contractors, ensuring that the information system serves their needs effectively.