Factors Influencing marketing of vegetables among small holder farmers: A study of Tomato value chain in Ruvu Kibaha District
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Mzumbe University
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A Dissertation submitted in fulfillment of the Requirement for the Award of the
Degree of Master of Business Administration (MBA) in Corporate Management
of Mzumbe University
This study intended to look into factors influencing marketing of vegetables, looking into tomato value chain specifically to small holder farmers located at Ruvu Chini at Kibaha District council. The objectives were to investigating influences made by marketing information and transactional cost on the market of Tomatoes also challenges these farmers face and what is the role of government in vegetable farming. The research approach was both qualitative and quantitative. Data was collected through questionnaires and interview to a total of ninety three (93) respondents including smallholder farmer, agricultural officer and trade officers. Agricultural officers and trade officers were purposively selected while small holder farmers were conveniently selected. Data analysis was analyzed quantitatively through SPSS and qualitatively through discourse analysis. Ordinal regression was used to determine the relationship and influence of marketing information and transactional cost on ordinal outcome (vegetable marketing measured in scale of 1-3, where 1=Weak, 2=Moderate, 3= Strong) Findings revealed that, for every increase of transactional cost causes decrease in the marketing of tomatoes. Also access to market information positively influences vegetable marketing. The government main role is to enforce policies and creating good environment for farmers. However, farmers also declared that the government’s main role should be to protect smallholder farmers’ rights since the market of vegetables in Tanzania is a free market. Recommendations are that the government should enforce laws that empower small holder farmers of tomatoes like how it is done in other crops like cashew nuts and this can be done through strengthened collaboration with a public-private partnership with existing stakeholders.
This study intended to look into factors influencing marketing of vegetables, looking into tomato value chain specifically to small holder farmers located at Ruvu Chini at Kibaha District council. The objectives were to investigating influences made by marketing information and transactional cost on the market of Tomatoes also challenges these farmers face and what is the role of government in vegetable farming. The research approach was both qualitative and quantitative. Data was collected through questionnaires and interview to a total of ninety three (93) respondents including smallholder farmer, agricultural officer and trade officers. Agricultural officers and trade officers were purposively selected while small holder farmers were conveniently selected. Data analysis was analyzed quantitatively through SPSS and qualitatively through discourse analysis. Ordinal regression was used to determine the relationship and influence of marketing information and transactional cost on ordinal outcome (vegetable marketing measured in scale of 1-3, where 1=Weak, 2=Moderate, 3= Strong) Findings revealed that, for every increase of transactional cost causes decrease in the marketing of tomatoes. Also access to market information positively influences vegetable marketing. The government main role is to enforce policies and creating good environment for farmers. However, farmers also declared that the government’s main role should be to protect smallholder farmers’ rights since the market of vegetables in Tanzania is a free market. Recommendations are that the government should enforce laws that empower small holder farmers of tomatoes like how it is done in other crops like cashew nuts and this can be done through strengthened collaboration with a public-private partnership with existing stakeholders.
Keywords
Marketing of vegetables, Tomato value chain, Small holder farmers located at Ruvu Chini at Kibaha District council