Effect of coffee price fluctuations on sustainability of agricultural marketing co-operatives in Tanzania: The case of Kilimanjaro Native Co-Operative Union

Abstract

The main objective of this study was to establish the effects of coffee price fluctuations on sustainability of agricultural marketing co-operatives in Rombo, Tanzania using the quantitative approach with a convenient sample of 135. The study employed the descriptive and correlational research designs and established that coffee price changed from time to time and the change did not favor the farmers. Experience did not influence the perception of respondents regarding marketing sustainability but level of education did. There is no significant relationship between coffee price fluctuation and sustainability of agricultural marketing. The study recommends empowerment of women for them to equally participate in coffee production initiative just like men. There is need to regulate coffee price in order to avoid frequent changes which are not beneficial to farmers who are the most important stakeholders in coffee production and marketing. The cooperative union needs to search for new markets and build long-lasting relationship with customers. Finally, there is need for farmers to continue learning in order to increase their critical thinking which may help them in making important decision regarding farming activities. Regardless of the existing price fluctuation, cooperative union still have roles to play in order to make the marketing strategies sustainable.

Keywords:

Coffee, price, fluctuation, co-operative, sustainability