Abstract:
Market choice for smallholder potato producers is mandatory, since potato is perishable
horticultural crop and more demanded by the society. The objective of this study was to identify
determinants of producers’ market outlet choice of potato in Sekela woreda, Ethiopia. Primary
data was collected from 130 producers using structured questionnaire. For the marketing of
potato, 39.4, 84.8, 87.6 and 43.2 of the respondents mainly choose wholesalers, retailer, end
consumer and processor respectively. The result of multivariate probit model results indicated
that experience in potato production, distance to nearest market, land allocated for potato
production, quantity of potato supplied to market, frequency of extension contact and amount of
credit taken significantly influenced market outlet choice for potato producers. The government
and the concerned stakeholders need invest in rural infrastructure in order to reduce high
transport cost incurred by the farmer and develop market access and linkages, improve land
management practices, promoting the formation of potato marketing group in order to promote
knowledge dissemination, improve farmers bargaining power, strengthening improved seed
access and strengthening extension and credit service to improve the income of the farmers
through selecting the best outlet.
