Abstract:
This study assessed the factors influencing marketing strategies among smallholder farmers in labongo layamo sub county kitgum district. Cassava is becoming increasingly significant as a crop in developing nat ions, and farmers are anticipated to gain substantial benefits from its production and sale. The aim of this study was to assess the factors influencing cassava marketing strategies among smallholder farmer in labongo layamo sub county kitgum district. Data was collected using a structured questionnaire where a sample size of 111 respondents. Multivariate regression model was used to analyze the factors influence cassava marketing strategies in Labongo Layamo sub county kitgum district. The results revealed that, male farmers were more than female farmers.
Most farmers had primary level of education and most traders had secondary level of education. Majority of the farmers and traders were married. From the results, education level, household size and hiring land were the factors that influenced the use of value-added marketing strategy.
Education Level had a significant and positive influence, this implies that higher education levels are associated with an increased likelihood of utilizing value-added marketing strategies.
Household Size had a significant and negative influence, this implies that larger household sizes lead to a decrease in the adoption of value-added strategies. Hiring had a significant and positive influence; this implies that farmers who hire land are more likely to engage in value-added strategies. Age had a significant and posit ive influence, this implies that as farmers’ age, their likelihood of forming alliances increases. The multivariate probit analysis revealed that factors such as age, gender, and training, access to marketing information, market distance, and group membership significantly affect the marketing strategy choices of smallholder farmers in Labongo Layamo Sub County, Kitgum District. Consequently, cassava farmers should integrate effective product lines and marketing strategies that optimize performance to enhance their market share and profitability
