Pineapple farmers’ choice of marketing channels in Kangulumira Sub-County, Kayunga District, Uganda

Abstract

This study sought to assess pineapple farmers' choice of marketing channels in Kangulumira Sub-county, Kayunga district, Uganda. The study was guided by the following objectives: to analyze the forms of pineapple marketing channels in Kangulumira sub-county, Kayunga district; to characterize the different pineapple marketing channels in Kangulumira Sub-county, Kayunga district; to evaluate the factors influencing pineapple farmers’ choice of marketing channels in the area of study. In order to achieve the above objectives, a case study design was undertaken where qualitative and quantitative data was used. The study sample size was made up of 213 respondents who included heads of commercial pineapple farming households, cooperative society leaders and the district local leaders selected using purposive and simple random sampling techniques. Data was collected using questionnaire, document review and interview guide, and then presented using tables and figures. Data was analyzed using SPSS 16 in form of sample mean, Multinomial Logit (MNL) Model and one-way Analysis of Variance (ANOVA). The study found out that Pineapple farming therefore, has the potential to improve the income of farmers in Arid and Semi-Arid lands (ASAL) areas such as Kayunga district. There were two forms of pineapple marketing channels, the formal and informal forms. Several factors influenced farmers’ choice of marketing channels such as; distance to the nearest market. The study concludes that pineapples are marketed through formal and informal channels. These forms are characterized by the brokers/dealers, direct/local and the export pineapple marketing channels. The study recommends holistic market participation among pineapple farmers, efforts by NGOs, the Cooperatives Unions, and District Local Government aimed at increasing and intensifying farmers’ participation in Produce Marketing Groups (PMGs).