Factors Influencing the Choice of Marketing Outlets among Small-Scale Pineapple Farmers in Kericho County, Kenya

Abstract

Markets act as pivotal point in the agricultural transformation process. Access to market plays crucial role in exploiting the marketing opportunities for the pineapple farmers. In the study area, the strategies to unlock the market access among pineapple farmers are wanting and these have resulted to limited marketing outlets. This study therefore seeks to determine the factors influencing the choice of pineapple marketing outlets in Bureti district. The cross-sectional data were collected from a sample of 100 small-scale pineapple farmers. Data was analyzed using descriptive and Multinomial Logit model. The results showed that gender, group marketing, pineapple produce, price information, marketing under contract and vehicle ownership significantly influenced the choice of pineapple marketing outlets. The study has potential policy implication of improving the pineapple marketing performance and the welfare of the farmer.