Abstract:
This study focuses on economic factors influencing choice of marketing channels for pineapples
in Thika Sub County, Karimoni ward. Marketing agricultural produce is important amongst
farmers because they derive benefits such as income and rural employment. Worldwide, the main
problem with pineapple marketing channels is that farmers and traders do not know which
channels to use to minimize cost and maximize profit in the pineapple business. Demand for
pineapples has risen due to the changing lifestyle and healthy eating trends hence there is need for
a more efficient marketing channel. The objectives in this study are determining how farm price,
road infrastructure and access to market information, influence choice of marketing channels in
Karimoni ward, Thika Sub County. The study relied on primary data. Data was collected using
structured questionnaires. The research design was cross sectional survey, which collects data at a
point in time. The target population was 200 pineapple farmers and traders. Simple random
sampling technique was used to obtain the sample to use in the study. The sample consisted of 50
respondents. The sample size was determined using Krejice and Morgan (1970) formula.
Frequencies, tables, percentages and correlation were used to show the relationships between
independent and dependent variables. Data was analyzed using statistical package for social
sciences (SPSS). The study revealed that women are more involved in pineapple marketing, most
of the respondents had primary level education, they were middle aged and had a lot of experience
in selling pineapples. The first objective was influence of price on choice of marketing channel for
pineapples. It reflected that price of pineapples negatively influenced choice of marketing channel
for pineapples. The second objective was access to market information largely influenced choice
of marketing channels. Thus, efforts to improve on sources of information like television and
extension services will help farmers to easily choose a market channel. The third objective was to
determine influence of road infrastructure on choice of pineapple marketing channel. It was
measured in terms of road quality and distance. Road quality highly influenced choice of marketing
channel while road quality moderately influenced choice of marketing channel for pineapples in
Karimoni ward. The study recommends that the government should improve road quality.
