Nalukomwa, Ivan2026-10-192026-10-192026Nalukomwa, I. (2026). Evaluting factors for choice of coffee marketing channels : a case study of smallholder coffee farmers' in Mafubira ward Jinja city. [Unpublished undergraduate research report]. Busitema University.https://bdears.busitema.ac.ug/handle/123456789/11124Undergraduate research reportThis study examined the factors influencing the choice of marketing channels, the Characterization of coffee farmers by marketing channels and the Profit margins for each channel among smallholder coffee farmers in Mafubira ward, Jinja City. Although several studies have examined agricultural marketing in Uganda, there is limited specific evidence explaining which marketing channels are commonly used in Mafubira Ward, why farmers prefer certain channels over others, and how these choices affect their profitability. Therefore, the problem of this study is that the factors influencing the choice of marketing channels and their implications on the profitability of smallholder coffee farmers in Mafubira ward are not understood, making it difficult for farmers, policy makers and stakeholders to design effective interventions that improve coffee marketing efficiency and farmer incomes. A cross-sectional research design was used, and data were collected from 201 coffee farmers. Data were analyzed using descriptive statistics and a Multinomial Logistic Regression model. The findings showed that the average age of the farmers was 63.12 years, indicating an ageing farming population. Access to credit was low at 8.5%, and access to extension services was only 5.5%. The multinomial logit model results further showed that distance to the market and quantity harvested significantly influenced the choice of marketing channel. Farmers with larger harvests and those located farther from the market were more likely to sell through cooperatives or processors. Profit margin analysis showed that processors had the highest profit margin at 91.8%, followed by cooperatives at 87.8%, while middlemen recorded the lowest margin at 48.7%. The study concludes that value addition and collective marketing improve profitability. It recommends strengthening cooperatives and providing farmers with processing equipment to help them move from low-value cherry sales to higher-value processed coffee markets.enOther