Analysis of Pyrethrum Farmers’ Perceptions on Marketing Factors and Subjective Well-Being in Makete District; Tanzania

The study analyzed pyrethrum farmers’ perceptions on marketing factors and subjective well-being by using satisfaction levels in Makete district. Study employed quantitative approach and a cross-sectional study design used. Primary data was collected by using a structured questionnaire. Leyden approach was engaged and satisfaction with life as a whole question developed by Van Praag (1971) used to analyze subjective well-being in descriptive analysis. Results revealed that on subjective well-being, farmers were satisfied and very satisfied with the way they lived after starting selling pyrethrum. On marketing factors results reflected high dissatisfaction levels. Study motivated to perform Yeh’s Index Perception Analysis (Yeh, 1975) to verify marketing factors and subjective well-being satisfaction levels results. Marketing factors used constituted of: non technological drying facilities, market information, rural farm transport and market stability. Results found were: most dissatisfied; more dissatisfied; very dissatisfied and dissatisfied respectively. For subjective well-being, results showed a percentage of reverse improvement, subjective well-being was attained by pyrethrum farm household heads after starting selling pyrethrum dried flowers in Makete district; Tanzania.