Clientele profile of a development program as a basis for communication planning [Philippines]

A total of 101 farmer-cooperators of the National Azolla Action Program (NAAP) from Bulacan, Iloilo and Zamboanga [Philippines] served as respondents of the study. Findings revealed that the average azolla clientele is 47 years old, married, with six children and having finished only grade three. The clientele is usually a tenant, farming 3.5 hectares of rice that earns P13,152.00 monthly. Majority claimed that azolla increases their rice production by five cavans per hectare and helps reduce insecticide and herbicide application and labor for weeding. Though some have problems in growing azolla, they believed NAAP could help solve their problems by teaching them how to control pests and diseases of azolla. Majority expressed a need for information materials on how to culture, propagate and correctly use azolla. Many listened to the radio regularly for entertainment and information but seldom watched television, read newspaper, magazines and comics. But 71 percent said they read the farm bulletins given to them for free by the technicians. Regarding the clientele's media preferences, their first choice was interpersonal channels like technician, seminar and training. Their primary reason were they could interact with the technician and learn faster because their questions could be immediately answered. The study observed that exposure to azolla communication by the target clientele resulted in their adoption of azolla. But in some cases, there were those clients exposed to azolla communication who stopped growing azolla due to environmental constraints such as lack of water, low phosphorus content of soil and build-up of pests in the area. It was further noted that the clientele's personal traits, except for sex and farm size, his awareness and participation level, attitudes and aspirations were significantly related to the adoption of azolla technology.