Abstract

Background and objective: Choice of a marketing outlet is one of the key ingredients to successful marketing of both agricultural and non-agricultural products. The aim of the study was to show determinants of coffee farmers#x2019; preference of coffee market outlet in Southwest Ethiopia/Jimma zone. Methodology: Cross-sectional data was collected from 156 randomly selected rural households of three Districts. Structured questionnaire prepared for household heads were filled by the help of selected and well trained enumerators. The study used multinomial logistic regression model to determine factors determining coffee market outlet preference.