Urban- Rural Marketing Linkage Practices and Challenges Evidences from Ambo Town West Shoa Zone, Orimia Regional State, Ethiopia

Abstract

The objective of study was to assess the practices and challenges of rural-urban marketing linkages in Ambo Town. The study may be used to show the gaps between urban and rural on the marketing of agricultural products.  The study was used descriptive research design. The populations of the study were some selected retailers and farmers those participate on the marketing of agricultural products. For sample size determination Yemane Taro formula was used and accordingly 187 sample size was employed. To identify this sample random sampling was used to select the research subjects from the population. As the source of information primary data was employed using structured questionnaire. For data analysis descriptive statistics was employed. Based on the data collected the findings of the study show that the production linkages were very weak which was reflected mainly in case of poor connection in the between urban and rural. However, a strong consumption linkage was observed as farmers tend to purchase goods and services from the Town. The insufficient crop production had made the existing marketing linkage to be expressed only in the form of exchange of products. Financial linkage was further strengthened even through all are not connected with rural farmers. Finally, the research recommended that urban and rural oriented linkage must be practiced which need further strengthen for the existing financial linkages and production linkage as it provides opportunity for existing traders in the Town.

Key terms: Urban- Rural Linkage, Marketing, opportunities, challenges

DOI: 10.7176/CER/12-8-02

Publication date:August 31^st 2020