Marketing Services for Choice of Market Channels Among Sesame Smallholder Farmers in Tanzania: The Moderating Effect of Agricultural Marketing Co-Operative Societies

Abstract

The study examined the influence of marketing services on choice of marketing channel when moderated by agricultural marketing co-operative societies. It employed a cross-sectional research design,whereas a sample of 392smallholder sesame farmers was randomly drawn through probability sampling techniques.Data were collected using a survey questionnaire and analysed using the Generalized Structural Equation Modelling Approach (GSEM).The study found that market services positively influence the choice of marketing channel when moderated by agricultural marketing co-operative societies among smallholder sesame farmers.It was found that the selection of proper marketing channels improved among members of agricultural marketing co-operative societies than non-members. The study recommends training to be given to non-members regarding the importance of agricultural marketing co-operatives societies as well as strengthening co-operatives by enhancing marketing services.