African Journal of
Business Management

  • Abbreviation: Afr. J. Bus. Manage.
  • Language: English
  • ISSN: 1993-8233
  • DOI: 10.5897/AJBM
  • Start Year: 2007
  • Published Articles: 4157

Full Length Research Paper

Uganda’s agricultural export market choices: The interaction effect of export market information use

Aaron Ecel*
  • Aaron Ecel*
  • Department of Marketing and International Business, Makerere university business school, Kampala, Uganda.
  • Google Scholar
George. M. Lindi
  • George. M. Lindi
  • University of Dar es salaam, Business School, Dar es salaam, Tanzania.
  • Google Scholar

  •  Received: 26 June 2016
  •  Accepted: 11 August 2016
  •  Published: 28 August 2016


The study seeks to establish the interaction effect of export market information use on the relationship between international market selection and the choices of export markets for Uganda’s agricultural commodities. A cross sectional study format, heavily hinged on a hypothetic-deductive approach was adopted and the multiplicative effect was represented by Modgraph. The effect of systematic international market selection on export market selection differs as a function of export market information use. A positivist research paradigm guided the study and therefore a more qualitative perspective would compliment the results of this study. Secondly, multiple observations of the same variables over 5 to 10 years accounting for structural changes (that is, the creation of new trading blocks as well as new bi-lateral agreements) give a finer picture. Hosting sector specific international exhibitions and agricultural commodity exporters in Uganda would significantly affect export market choices and performance. This is the first study to test for the interaction effect of export market information use on the relationship between International market selection and the choice of export markets

Key words: International market selection, export market information use, agricultural exports, Uganda.