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
