DETERMINANTS OF FARMERS COFFEE MARKET OUTLET CHOICE: THE CASE OF YIRGA CHAEFE DISTRICT, GEDEO ZONE, SOUTHERN ETHIOPIA

                                                                               Abstract,

Yirga Cheffee woreda is one of the major producers of coffee in Southern Ethiopia and choice of coffee market outlet is one of the key ingredients to successful marketing of coffee producers. Thus, the objective of this study is to investigate determinants of farmer’s choice of coffee market outlet options in the Yirga chaffee district, Gedeo Zone, Southern Ethiopia. Both quantitative and qualitative approaches were employed. The quantitative data was gathered from a sample of 360 farmer households in three kebeles using a structured questionnaire. Qualitative data was collected through Key informants interviews (KIIs) and field observation. The quantitative data were analyzed using descriptive statistics and multivariate regression model. The study found that 59.44% of farmers were choice informal traders coffee market outlets, 26.39% of farmers were choice cooperative coffee market outlets, 10.28% of farmers were choice formal traders coffee market outlets and 3.89% of farmers were choice exporters coffee market outlets in Yirga chaffee district. The estimated results also showed that age, sex, education level, farm size, income, social participation and wealth of the farmers were positively and significantly determining farmer’s choice of coffee market outlets in Yirga Chaffe district. However, marital status was negatively and significantly determined smallholder farmers’ choice of coffee market outlet options. The study also revealed that low capacity of buyers, delay of payment, lack of continuity, low market information and lack of training were challenges faced farmers to choice of coffee market outlets options in Yirga Chaffe district Therefore, it is recommended that the local government should call and encourage farmers to better choice of coffee market outlet options in Yirga Chaffee district.