Choosing the right market outlet for fruit marketing in general and mango marketing in particular has significant contribution to the livelihood of small scale farmers. However, various problems constrain farmers from accessing appropriate market outlets for their mango produce. By taking these issues into consideration, this study was undertaken with the objective of identifying determinants of mango fruit market outlet choice of producers in Hadero Tunto Zuriya district of Southern Ethiopia. Both primary and secondary data were used. The primary data was generated from randomly sampled 150 producers using semi- structured questionnaire. The descriptive statistics and multinomial logit regression model were used for data analysis. Accordingly, the first market outlet choice for 42.0%, 22.7% and 35.3% of respondentsâ€™ were collector, wholesaler and retailer outlet channels respectively. According to multinomial logit model output distance to market, access to credit, non/off farm income, the price paid, market information and quantity of mango produced are important variables to determine market outlet choices. Improving access to services, infrastructural development and cooperative development are some of the actions to be taken to strengthen the sectorâ€™s development.
Keywords: Mango, Market outlet choice, Multinomial logit model.