The role of information for the effectual functioning of businesses is a central concern for many economists.
According to Bello and Obinne (2012) as cited by Ozawa (1999) and Adefuye and Adedoyin (1993), the extent
to which people progress in as far as agriculture is concerned largely depends on the availability and access to
accurate and reliable information. According to one survey conducted on Marketing and market access for
Tanzanian financial institutions which included both agricultural marketing cooperative societies (AMCOs) and
savings and credit cooperatives (SACCOs), results clearly implicated that there were various inadequacies to
many variables (URT, February 2012). Many stakeholders acknowledged to lacking adequate knowledge on
marketing skills and market information dissemination. Rebekah (2005) argues that communication plays a
major role in nearly every aspect of life. Effective communication does not only help people solve problems but
also improve life. Communication experts have further argued that poor communication is at the root of many
problems and that effective communication is one solution to these problems. She defines communication as the
processes of understanding and sharing meaning. Communication is considered a process because it is an
activity, exchange or a set of behaviors that occur over time, its components include people, the message,
channel, feedback, encoding and decoding.