Abstract:
The purpose of this study is to investigate FACTOR AFFECTING THE CHOICE OF
VEGETABLES MARKETING CHANNALES: ACASE OF SHAWAROBIT TOWN. The study used
quantitative research method to answer the research questions. For achieving the study
objectives, 275 sample respondents were selected through non-probable convenient sampling
technique. Accordingly, data were collected through questionnaire from sample respondents.
Out of 275 respondents, 249 respondents’ data were collected. The Data was analyzed using
SPSS software to obtain descriptive statistics, correlation and inferential analyses (multiple liner
regression). According to the study finding, from six independent variables, four variables
(quantity of product, price, market agreement and transportation cost) were identified as the
main factors that affect the choice of vegetable market marketing channel. The study also finds
out the remaining two independent variables: service render and distance have no significant
effect on the choice vegetable market channels. Furthermore, on the basis of the research
finding, appropriate recommendations along with implications for further studies are researches
have been indicated.
