Evaluating the performance of marketing channels for small and medium scale producers of selected vegetables produced using Olushandja-Ogongo canal water, Namibia.
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Date
2023-02
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Namibia University of Science and Technology
Abstract
Namibia has achieved a significant improvement in local supply of fruits and vegetable throughout the country from both commercial and communal areas. However, vegetable marketing is still a challenge to farmers particularly the small to medium sized. This study evaluated the performance of marketing channels used by small-medium scale vegetable producers utilising Olushandja - ogongo canal water. Using a random sampling procedure, a sample of 53 vegetable producers from the study area was drawn. A survey consisting of a structured questionnaire was used to conduct face-to-face interviews with the vegetable producers. The study focused on the 5 dominant crops grown in the study area, which were; Tomato, Cabbage, Butternut, Onion and Green pepper. Descriptive statistics, logistic regression and marketing efficiency measures were used to analyse data. All vegetable producers under study were involved in informal market channels although there was a reasonable number of producers who also used formal markets, in addition to informal markets. Transport, storage facilities, membership to a marketing association and access to marketing information all had a significant positive relationship with choosing mixed marketing channels when informal markets served as a baseline group through logistic regression. There was a strong correlation between channel length, producer’s share and marketing margin. The study tested for relationships between variables in case of Tomato and butternut which where the most dominant crops. In tomato, the study found a significant relationship when marketing efficiency was regressed against channel length, farmer’s price, marketing cost and marketing margin. On the other hand, channel length and marketing costs had a significant relationship with marketing efficiency in Butternut. Transport cost was the highest marketing cost incurred by producers. The study found that the direct channels had high marketing efficiency with over 100% as compared to intermediated channels. An intermediated channel that involved wholesalers had the least marketing efficiency index. Crops that had high efficiency measures in most channels were Cabbage and Green pepper while Tomato and Butternut had the least efficiency measures. The study calls for marketing bodies to help organise farmers in terms of production and linking them to the markets.
Description
Thesis submitted in partial fulfillment of the requirements for the degree of
Master of Agribusiness Management at the Namibia University of Science and Technology
Keywords
Agricultural marketing, Marketing channels, Marketing Efficiency, Informal market, Formal market
Citation
Shetunyenga, M. S.N. (2023). Evaluating the performance of marketing channels for small and medium scale producers of selected vegetables produced using Olushandja-Ogongo canal water, Namibia[Unpublished Master's thesis], Namibia University of Science and Technology.