Determining Marketing Channel Preferences among Smallholder Tilapia and Catfish Farmers in the Rwenzori Region

This study analyzes the marketing channel preferences of smallholder farmers engaged in Tilapia and Catfish supply chains within the Rwenzori Region. The regional focus and selection of these two fish species are attributed to the South Initiative project, led by the Faculty of Business and Management Sciences and funded by VLIR-UOS Belgium. The project aimed to enhance the business practices of small-scale Tilapia and Catfish farmers in the Rwenzori Region. Four primary marketing channels were investigated: wholesalers, retailers, semi-processors, and farm gate. Data were collected through a field survey involving 302 smallholder fish farmers, utilizing purposive and snowball sampling techniques with assistance from district fishery officers. Analysis involved descriptive statistics and multinomial logit regression models using SPSS version 23. Results indicate higher market participation among wholesalers and semi-processors. The regression model reveals age, fish type, and business type as significant predictors of marketing channel choices, with statistically positive and negative beta coefficients observed across three of the four channels. This research offers valuable insights into the marketing decision-making processes of smallholder fish farmers, potentially enhancing the efficiency and effectiveness of the fisheries industry in Uganda. Moreover, the study's practical and managerial implications provide a basis for informed decision-making by policymakers and practitioners in the fisheries sector. Keywords: Marketing channel, Multinomial logit, smallholder fish farmers, Tilapia, catfish DOI : 10.7176/JESD/15-8-09 Received 12th May 2024 Revised 27th September 2024 Publication date : October 30th 2024