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African indigenous vegetable marketing

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dc.contributor.author Kazungu, Isaac
dc.date.accessioned 2024-03-06T05:32:42Z
dc.date.available 2024-03-06T05:32:42Z
dc.date.issued 2024
dc.identifier.uri http://repository.mocu.ac.tz/xmlui/handle/123456789/1256
dc.description.abstract While most studies on African Indigenous Vegetables (AIV) focused on their nutritional values, household income and consumer attitudes, little has been documented on their marketing patterns. This study examines the influence of socio-economic factors and market patterns on AIV marketing among smallholder farmers in Arusha Tanzania. The study applied a cross-sectional design, in which a structured questionnaire was adopted to capture information from 288 sampled AIV producers. The Cobb Douglas (Double Log) regression model was employed during data analysis. Findings indicate that smallholder farmers’ marital status, education level, and household size are positively and significantly influencing the marketing of these vegetables. Also, a positive and significant effect of smallholder farmers’ trade experience, marketing infrastructure, AIV varieties, marketing information and market channel was observed. The findings of this study extend the application of market orientation theory and resource-based theory in the context of AIV marketing. This study provides a marketing framework for policymakers and smallholder vegetable farmers on better marketing strategies for active involvement in vegetable markets. This study contributes to the body of knowledge on the need for policy reforms to enhance AIV marketing patterns in developing economies. Also, the findings of this study have both practical and policy implications. en_US
dc.language.iso en en_US
dc.publisher Informa UK Limited, trading as Taylor & Francis Group en_US
dc.subject Farmers en_US
dc.subject Marketing en_US
dc.subject African en_US
dc.subject Indigenous-vegetable en_US
dc.subject Market-patterns en_US
dc.title African indigenous vegetable marketing en_US
dc.title.alternative examining the influence of socio-economic factors and market patterns in Tanzania en_US
dc.type Article en_US


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