Determinants of market outlet choice among smallholder Irish potato farmers in Kinangop Sub-County, Nyandarua County, Kenya.

Abstract

The market outlet choice is among the key decisions in every farming household since the outlet chosen determines the profits accrued to the individual household. However, smallholder Irish potato farmers face challenges reaching their preferred outlets in Kenya. The research therefore, examined the determinants of market outlet choice among smallholder Irish potato farmers. A descriptive research design was employed to collect cross-sectional data on the year 2022 crop season from sampled 241 smallholder Irish potato growers. Smallholder Irish potato farmers were identified through cluster sampling and interviewed using a semi-structured pretested questionnaire. A multivariate probit model was used to investigate the determinants of market choices. The study revealed that 92.95% of smallholder Irish potato farmers sold their produce to brokers. The likelihood of smallholder farmers choosing the brokers was significantly influenced by land size, market distance, and phone access. Selecting the local market was significantly influenced by land size, gender, information access, market distance, extension, and phone access. The likelihood of choosing urban markets was significantly influenced by age, information, and phone access. The probability of selecting the contracts was influenced significantly by age, market distance, information, credit and phone access, and primary occupation. Therefore, the study recommends agricultural extension agents disseminate relevant information to smallholder Irish potato farmers to facilitate informed decisions when selling their produce