The study was conducted to identify the major wheat market channels and analyze determinants of wheat producers’ market outlet choice decision in Debre Elias Woreda of rural Ethiopia. The study used a cross sectional research design to address the intended problem. The data was obtained from primary sources which were collected from a total of 210 respondents selected by using random sampling technique for both producers and traders and no rule sampling for consumers. Multivariate probit model was used to analyze the determinants of wheat producers’ market outlet choice. The result of multivariate probit model indicated that quantity of market supply, farm experience, education level, sex of household head, frequency of extension contact, current price offered, mobile ownership and involvement in off/non-farm activities significantly influenced wheat market outlet choice. The policy implications increasing wheat production and productivity, strengthening cooperatives, encourage adult education, expanding accessibility of market facilities, strengthening linkages among market chain actors, and strengthening enabling institutions.

Keywords: Debre Elias, market actors, market channel, market outlet, multivariate probit, wheat.