Determinants of Farmer Choice of Milk Market Outlet Channel in Eastern Zone of Tigray, Ethiopia

This research investigated the factor influencing farmers’ decisions on milk marketing channels in Eastern Tigray, based on primary data collected from households. Data analysis was conducted using a multivariate probit model to explore the factor affecting farmers' preferences for different milk marketing channels, including sales to consumers, cooperatives, and restaurants. Findings indicated that factors such as the household head's gender, the household's educational level, non-farm income, milk sales volume, and household size positively influenced farmers' tendency to select cooperative market channels. In contrast, the distance to markets reduced the likelihood of choosing cooperatives. Non-farm income also had a positive impact on farmers' preference for consumer-oriented channels, making them more likely to select this option. Meanwhile, access to market information lessened the appeal of consumer and restaurant channels for farmers. These results suggest that supporting women’s involvement through affirmative action, enhancing educational resources, and providing relevant market information could improve farmers’ engagement in formal markets. Additionally, promoting market efficiency by helping farmers organize, access timely information, and leverage improved marketing channels is necessary.