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Local sales channels, market information gaps and support needs among shea market actors in Uganda
Abstract
Small-scale market actors may participate in markets while relying on narrow outlets, informal information and limited marketing services. This study describes sales channels, market-information access and marketing support among 111 respondents classified as Shea nilotica market actors within a cross-sectional survey of 266 value-chain actors in Arilo Sub County, Uganda. Multiple-response items were aggregated at respondent level. Parish variation in a three-category market information measure was examined with Pearson's chi-square test, Cramér's V and a fixed-margin Monte Carlo check. Direct sales to local buyers or consumers and local community markets were each reported by 110 shea market actors (99%). Seventy-one shea market actors (64%) had no current market information; among the 40 shea market actors with current or intermittent information, 34 (85.0%) relied on fellow producers and community networks as a source. Organization membership, marketing training and external marketing support were uncommon: 90%, 97% and 99% reported none. Market-information access differed by parish, χ² (4, N = 111) = 17.24, p = .0017, Cramér's V = .279; the Monte Carlo procedure produced p = .0019. The seller group was characterized by highly localized outlets, heavy reliance on peer information and limited reach for formal services. Agriculture extension programmes should test practical ways to verify market information, strengthen marketing skills and connect shea market actors to additional buyers.
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DOI: 10.33687/ijae.014.02.6227
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