Pearl millet marketing in Dodoma Region is constrained by various factors most of them are empirically unknown. In order to effectively invest in value addition and marketing the society needs to look at the value chain and spot and lessen constraints that hamper growth of a sustainable market. This study aimed at unlocking the constraints facing pearl millet marketing in Tanzania. Specifically the study aimed at examining pearl millet production and marketing challenges, to assess factors influencing its production and marketing and establish factors for improving pearl millet market performance along the value chain. The cross - sectional research design was conducted by interviewing a total of 166 respondents. Primary data were collected through observation, focus group discussion and the use of structured questionnaires. The data were analysed by using Statistical Package for Social Sciences computer software. Gross margin and Post hoc LSD tests were employed to determine production and marketing challenges of pearl millet; The results showed significant (p<0.05) influence in value addition of pearl millet at different node in the chain, this suggest that, an increase in value attached to the produce/product have emanated from different marketing functions performed by value chain actors. Furthermore, linear regression model was used to assess factors influencing production and marketing of pearl millet, the results indicated that pearl millet profit in the chain was significantly (p<0.05) associated with grain quality, level of processing, promotion activities, market distance and access of market information. This suggests that, marketing factors were important in influencing pearl millet value addition and marketing along the chain. Based on econometric analysis results, it is recommended that Pearl millet marketing problems can be alleviated through linking farmers to the market and improvement of: road infrastructures, production and processing, credit provision, farmers‟ motivation and promotion of pearl millet products.
Tanzania Belgium Technical Cooperation (BTC) Tanzania Office