INVESTIGATING MARKETING CHALLENGES BY SMALLHOLDER GOAT FARMERS TO ALLEVIATE POVERTY.THE CASE OF MASVINGO RURAL DISTRICT IN ZIMBABWE

Abstract

This study investigated marketing challenges facing smallholder farmers in Masvingo rural District. The objectives were to determine the marketing constraints, map the various goat marketing channels, determine the economic viability of existing goat marketing channels, and assess the determinants of goat farmers' participation in various marketing channels. Convergence parallel mixed methods approach to collect quantitative and qualitative data from 382 smallholder goat farmers, and a stratified random sampling technique was used to select goat farmers to collect primary data. Goats play a crucial role in the lives and livelihoods of rural farmers in Masvingo District because they contribute to household food security and income. The study identified institutional factors such as (late payments, low prices, poor roads, long distances to market, and cheating by (middlemen) affect goats' markets and marketing processes.; Farmers sold to neighboring farmers, and local butcheries were significant markets for the goat farmers. The highest price ($37.60) was for mature male goats, and the lowest ($37.10) was for young does. Mature female goats fetch more prices on sale because of their use for breeding purposes, and their meat is more palatable than mature male goat meat. Analysis of profitability showed that goat marketing channels had relatively varying marketing margins, with marketing channel four being the highest (11.93) and channel one being the least (2.2). The age of the household head, number of goat buyers, number of visits by extension workers, membership to an association, and distance traveled to the market significantly influenced the participation of farmers in goat market channels. The study concluded that farmers are affected by institutional factors which affect market and marketing processes. The study recommended that a transportation and marketing information system be developed to reduce transportation costs and increase the overall efficiency of the goat marketing system. The government and private sector should encourage more farmers to affiliate marketing associations that promote market information dissemination.