Analysing the choices of marketing channels among pineapple farmers in Luwero District.

Abstract

This study examined the marketing channels used by pineapple farmers in Luwero District, the challenges experienced within each channel and the factors associated with their main marketing channel. A cross-sectional survey was conducted among 119 pineapple farmers. Data were analyzed in Stata using descriptive statistics and a multinomial logistic regression model. Farm-gate buyers were the most frequently reported main channel, accounting for 42.0 percent of respondents. Wholesalers and retailers accounted for 28.6 percent, local markets for 21.0 percent, and processors and exporters for 8.4 percent. Most farmers used more than one marketing channel at least occasionally, while easy access was the most frequently reported reason for preferring the main channel. Access to transport increased the predicted probability of selling through wholesalers or retailers by 13.4 percentage points and through processors or exporters by 9.0 percentage points. Tertiary education increased the predicted probability of using wholesalers or retailers by 36.9 percentage points. An additional 1,000 pineapples sold increased the predicted probability of using processors or exporters by 0.5 percentage points. Access to credit and an additional year of farming experience reduced the predicted probability of using local markets by 17.7 and 1.0 percentage points, respectively. Farm-gate sellers mainly reported low prices and weak bargaining power. Local-market and wholesaler or retailer users mainly reported transport difficulties, while processor or exporter users mainly reported strict quality requirements. The study concludes that transport access, education, quantity sold, credit access, and farming experience were associated with farmers' main marketing channels. It recommends shared transport arrangements, collective marketing, produce bulking, and training on buyer quality requirements.