FACTORS AFFECTING THE PERFORMANCE OF AGRICALTURA COOPERETIVES MARKETING EXPORT; THE CASE OF JEMBER FARMERS' COOPERATIVE UNION, AMHARA REGION, ETHIOPIA

<em>Abstract</em> <em>Nowadays, agricultural cooperatives in Ethiopia are engaging in marketing activities in local, national and international area facing varieties of challenges. This study is designed to assess factors affecting export marketing performance of Jumber Farmers’ Cooperative Union<strong>. </strong>Primary data were collected from respondents, key informants and focus group discussion using schooled semi-structured questionnaires, in-depth interview and checklist respectively. Secondary data were collected from Jumber Farmers’ cooperative union using format developed by the researcher. The collected data were analyzed using descriptive statistics and multiple linear regressions.</em> <em>The union under study engaged in agricultural product export marketing mainly exporting haricot bean for the year 2021 to 2023. It is found that the performance of export marketing of the cooperative union is low and obtaining low market share and only exporting sesame as compared to other private business engage in sesame export marketing from same area.</em> <em>From descriptive analysis, the most important production factors hindering marketing performance of the cooperative union are product quality and inadequate extension service to produce the exportable products. Marketing factors deterring export marketing performance of the cooperative union is mainly competition from local trader and exporters from same area, inadequacy of equity capital of the union and in adequacy of loan borrowed from financial institutions are more important ones from financial factors. The Incompetency of elected leader to perform export marketing and reluctant in making decision is most important management factor hampering export marketing performance of the cooperative union.</em> <em>From the multiple linear regression marketing factors with R square value 0.270 (27.0%) is most important factor followed by production factors with R square value of 0.245 (24.5%) and financial factors with R square value of 0.236 (23.6%) contributed for affecting export marketing performance of the union. </em> <em>It is required to clutch up through improving quality of products produced in the area by enhancing agricultural extension services. And also extending the exporting of products to all potential exportable products in the operational area of the union </em>