Determinants of honey producers market outlet choices in Huye District, Southern

Province of Rwanda: A multinomial logistic regression approach

Abstract
Bee-keepingBeekeeping is a profitable and socially beneficial farming business in Sub-Saharan Africa’s
rural forest-based communities. Honey production, which is crucial for farm household health and
nutrition in Rwanda’s forest-based rural communities, is growing significantlyin significance. However,
various factors influence farm household heads’ decisions regarding the best outlets for delivering honey
to the nearest market. It is vital to identify these factors to optimize honey production and marketing
activities. Hence, tThis research survey was conducted in Rwanda’s southern province, where agriculture
and forestry are the primary economic activities to identify the potential factors. Using a cross-sectional
approach with primary and secondary data collected over a specific period, the economic data of honey
producers were analyzed using SPSS version 26 and STATA version 16. In total, 152 respondents were
sampled using multi-stagemultistage sampling techniques. A This study utilized used multinomial logistic
regression was used to determine the determinants of market outlet choices for honey producers. The
results showed that gender, age, marital status, farm size, education level, cooperative membership,
distance to market, training access, market information and total household income significantly
influenced wholesaler, middlemen, and retailer market outlets of honey producers market outlet choices.
This study suggests that cooperatives can help honey producers negotiate better terms with buyers,
improve their profitability, establish connections with market outlets, pool resources, equipment,
expertise, organize networking events, workshops, and educational programs to encourage a sense of
community and collaboration among members.
Introduction
Apiculture, or beekeeping, is the practice of managing and caring for bee colonies, which are
usually kept in hives constructed by humans. Honey bees (Apis genus) are the most often kept
species, while other bee species that produce honey, such as Melipona stingless bees, are also
kept. Apiculture manages bee colonies for honey production and pollination. It is estimated that
approximately 56 million beehives are produced worldwide, yielding roughly 1.2 billion tons of
honey annually (Belete et al., 2017). Bees are insects belonging to the order Hymenoptera,
family Apidae, and genus Apis, which includes Apis mellifera scutellate, the most significant
species for beekeeping in East and Sub-Saharan Africa. The order Hymenoptera includes insects
such as bees, wasps, and ants, while the family Apidae consists of bees, including honeybees,
bumblebees, and stingless bees (Malloy, 2014). Beekeeping is an essential component of
agriculture, rural development, and national economic growth, and it plays a critical role in
preserving ecosystems around the globe (FAO, 2021). Beekeeping is a farming activity that
plays a significant role in enhancing food security, reducing poverty, creating employment
opportunities, and income generation in Sub-Saharan Africa’s rural forest-based communities
(Guesh & Asaminew, 2916; FAO, 2012). It is also noteworthy that beekeeping requires minimal
space and can be integrated into other farming activities (Belets & Berhanu, 2014; Awraris et al.,
2012).

Beekeeping in Rwanda has a long history of being passed down through generations adhering to
inherited practices for many years. In the year 2022, Rwanda produces 6,182. 63 tons of natural
honey (FAOSTAT, 2024). Despite requiring minimal initial investments, beekeeping has the
potential to supplement household income (Beyene et al., 2015). Rwanda primarily produces
honey, beeswax, and propolis. The potential of Rwandan bee products is high, primarily due to
the country’s favorable natural ecological factors, including robust wild bee populations that are
resistant to diseases and abundant wild plant resources that produce pesticide-free honey.
Furthermore, the extensive eucalyptus tree population in the country produces a unique and
highly sought-after type of honey. The demand for honey is high, and Rwandan honey
producers are working to increase their capacity to meet this market demand for honey products.

Notwithstanding, agricultural rural markets play a crucial role in enhancing the economic well-
being of rural communities, especially farm households (Barrette, 2008). By participating in
rural markets, producers in developing countries can potentially alleviate poverty and improve
household welfare (World Bank, 2008). Market selection has a significant impact on farm
household income and overall well-being of smallholder honey producers in the emerging and
developing countries (Borena et al., 2023). In Sub-Saharan Africa’s agriculture-based
economies, it is essential for producers to integrate into markets for the sustainable development
of agriculture sector (World Bank, 2008). Various drivers namely, farm productivity, access to
input suppliers and services, access to output markets, and transaction costs influence
smallholder farmers’ participation in rural markets. For most farm household heads in rural
areas, choosing the right market outlet is a significant consideration when making marketing
decisions (Mmbando et al., 2015). This decision can have a substantial impact on household
income. Choosing the right market outlet requires careful consideration of several factors.
Several empirical studies have demonstrated that farm household and farm characteristics,
natural resource endowment, access to institutional characteristics and access to different market
outlets, current market prices, and transportation costs can influence producers’ decisions to
select different market outlets (Belete al., 2017; Berhanu et al., 2013; van Schalkwyk et al.,
2012). Due to inadequate market knowledge and information, producers often face difficulties
accessing more rewarding markets for their farm products, leading them to sell through outlets
offering low prices.

Despite honey’s growing significance as a vital natural sweetener and its role in improving
household health and nutrition of the producers in the forest-based rural communities of Rwanda.
It is crucial for farm households to make informed marketing decisions about the appropriate
outlets to sell their honey products to maximize their benefits. Though, both male and female
headed households are involved in the honey production, harvesting, and transportation to
the marketplaces through various marketing outlets. The primary marketing channels used
by the honey producers namely, wholesalers, middlemen, retailers and consumers, and any
combination of these market outlets. However, various factors influence the marketing decision
of the farm household heads to select the most appropriate outlets for delivering honey to the
nearest market. Identifying these important factors is crucial for identifying potential areas of
intervention that can help honey producers optimize the benefits of their honey production and
marketing activities. Given the potential of Huye District for honey production, marketing, and
consumption, the results of this research survey are essential in providing valid and vital
information regarding the choice of appropriate market outlets. By analyzing the factors
affecting honey market outlet decisions of honey producer household heads in Huye District,
Southern Province of Rwanda, this current research survey aims to provide valuable insights for
policy makers, researchers, producers and other stakeholders in the honey production and
marketing value chain.

Empirical literature review on determinants of market outlet choices

Many studies have been conducted on determinants or factors that affect market outlet choices of
agricultural commodities across the globe. Many of them focus on crops namely tomatoes,
potatoes, coffee and teff. This research survey reviewed some of the previous works done by
different researchers on the above topics in Ethiopia, Kenya and Rwanda. For instance, a study
conducted by Mengisstu et al. (2023) used multivariate probit approach to analyze factors
affecting the market outlet choice of bamboo culm producers in Banja district, Awi zone,
Ethiopia. The results of the model revealed that family size, total land holding size, amount of
culm production, farming experience, distance to the market, and silviculture management
practice affect market outlet choices (wholesalers, processors, retailers and local traders) of the
bamboo producers. A study conducted by Tarekegn et al. (2017) also found that quantity of
honey sold, frequency of extension contacts, experience, distance to the nearest market, market
information, cooperative membership, and trust in buyers influenced market outlet choices
(collectors, cooperatives, retailers and consumers) of honey producers using multivariate probit
approach in Chena district, southern Ethiopia. According to Nasir (2016), coffee farming
experience, education level of household head, post-harvest value addition, age, livestock unit,
access to market information and access to extension service are determinants affecting market
outlet choice of coffee producers in Seka Chokorsa district, Jimma zone, Ethiopia using
multinomial logistic regression approaches.
Materials and methods
The research survey was conducted in the Huye district, southern province of Rwanda. It shares
its borders with Nyanza district to the North, Gisagara to the Southeast, Nyaruguru to the
Southwest, and Nyamagabe to the Northwest. It is comprised of 14 sectors, 77 cells, and 508
villages with a total population of 319,000, with 147,000 males and 172,000 females (District,
2013). The district covers a total area of 581.5 square kilometers and is situated between the
latitudes of 2°36´S and 29°44´E. The altitude ranges from 1450 to 2000 meters, with its highest
point in the Huye mountain at over 2000 meters with an average temperature ranging from 10 to
34 degrees Celsius (Hirwa, 2017). The primary economic activities of the district's residents are
agriculture and forestry, which significantly contribute to Rwanda's annual growth since 2008.
Figure 1. Administrative map of Maraba sector in Huye District

Sampling procedure and sample size

Multi-stage sampling techniques were employed for this study. First, the Huye district was
selected purposively due to its significant honey production activities in Rwanda. The second
stage involved employing a random sampling procedure, where Maraba sector was chosen based
on the presence of honey production and a significant number of local community members
depend on honey for their livelihoods. Additionally, four communities namely Shyembe,
Shanga, Gasumba, and Kabuye within the Maraba sector were selected randomly, as they are
situated close to the chains mountains of Maraba. In the third stage, systematic sampling was
implemented, where the 35th respondent from each of these communities was chosen. The
Department of Forestry provided the lists of farm households in each community, which
included details of all honey producers who engage in honey. Proportionate sampling was used
to determine the appropriate sample size using the Yamane (1967) formula. The calculated
sample size considered the projected number of households in the selected communities and
ensured representation from each community. The adoption of this formula aimed to achieve a
representative sample from the target population while minimizing sampling error. The formula
used was specified as:
N
n= (Eqn.1)
1+ N ¿ ¿
Where n is the sample size, N is total population (5,288) and e is error term (8%)

Table 1: Distribution of sample sector in Huye District, Maraba sector, Rwanda

Sector Community Total population Proportionate Sample size
Shyembe 1,247 24 36
Maraba Shanga 1,430 27 41
Gasumba 1,026 19 29
Kabuye 1,585 30 46
Total 5,288 100 152

Data collection
A cross-sectional research approach was used for this survey using both primary and secondary
data collected over a specific period. Primary data were collected directly from the sampled
household heads through interviews using structured questionnaires. Secondary data were
collected from various published and unpublished sources, ministry of lands and forestry, and
websites. Before data collection, the enumerators were trained on the techniques of data
collection and the questionnaire was pre-tested on 30 household heads from the Kanyinya
community to evaluate the appropriateness of the research design, clarity, and interpretation of
the questions, relevance of the questions, and time taken for the interview. The survey
questionnaire was developed in both English and Kinyarwanda to enhance communication with
the respondents. After the pilot study, the final questionnaires were designed with open-ended
and closed-ended questions. The data collection process for this research survey commenced in
July and concluded in September of 2022. The key respondents for the survey included
beekeepers. The primary data collected consisted of basic household variables such as the
respondent's position within the household, age, education level, gender, and farm size.
Additionally, institutional variables including access to training, credit, extension services, and
market information were gathered. The survey also collected information on honey, and market
outlet choices.
Data analysis
The data gathered from the farm household heads was analyzed using SPSS version 29 and
STATA version 16 to examine the economic data of honey producers. Descriptive and inferential
statistics were utilized, and descriptive statistics, including t-test and chi square tests were used
to determine the association and relationship between selected variables. Before running the
multinomial logistic regression analysis, normality, multicollinearity, and heteroscedasticity tests
were performed on the economic variables. The multinomial logistic regression model, an
econometric model, was used to determine market outlet choices.
Econometric model specification
This study used multinomial logistic regression to examine determinants of market outlet choices
utilized by honey producers in the Huye district. In this present study, consumer market outlets
were used as the base reference of the market outlets. It is mostly used in adoption decision
studies involving multiple choices which are mutually exclusive. This model is an extension of
binary logistic regression which has only two categorical outcomes of dependent variables. The
estimates of the multinomial logistic regression model only reveal the direction in which the
independent variables affect the dependent variable; they do not illustrate the actual magnitude
of change nor the probabilities (Gujarati & Porter, 2009). As Greene (2002) pointed out, the
marginal effects of the multinomial logistic regression are typically employed to gauge the
anticipated shift in the likelihood of opting for a specific marketing choice when there is a unit
change in an independent variable from the mean. Multinomial Logistic Regression (MNL)
model assumes the utility of household ichoosing market outlet channel chosen by any given
respondent. The assumption is that each collector faces a set of discrete, mutually exclusive
choices of market channels. These channels are assumed to depend on several socioeconomic
characteristics and other related factors X . The MNL model for choice of market channels
specifies the following relationship between the probability of choosing option Y i and the set of
explanatory variables X as described by Greene (2003):
β j xi
e
Pr o b(Y i = j)= j
, j=0 , 1 ⋯ J
(Eqn. 2)
∑e β k xi

k=0

Where β j is a vector of coefficients on each of the independent variables X . Equation (1) could
be normalized to remove indeterminacy in the model by assuming that the probabilities could be
estimated as:
β j xi
e
Pr o b(Y i = j∨x i )= i
, j=0 , 2 ⋯ J , β0 =0
(Eqn. 3)
1+ ∑ e
j
− β k xi

k=1
The above equation provides a set of probabilities for J +1 choices for farm household decision
maker with characteristics x iwhile Y i denotes the honey market outlet choices of the household
heads. Marketing channels x is a 1 ∗k vector with first element unity and β i is a k ∗ 1vector with
j=1 ,⋯, J . Pr o b(Y i = j∨x i ) is determined by the probabilities for all j=1 ,2 , ⋯ , J are well

known and the probability must sum up to unity (Wooldridge, 2012). For the parameter estimates
to be consistent and unbiased, it requires that the probability of using one market outlet choice by
a given non-timber forest products collector be independent of the probability of choosing
another choice.
Estimating equation (2) yields the J log-odds ratios:

¿
( )
P ij
P ik
' '
= X i ( β j − βk ) =X i β J ,if k=0 (Eqn. 4)

The honey market outlet choices model is given by:

y i=β 0 + β 1 x 1 + β 2 x 2 + ⋯ + β13 x13 +ε i (Eqn. 5)
Where y i=¿ market outlet choices namely, wholesalers, middlemen, retailers and consumers
β 0=¿ intercept, β 1to β 13 =¿parameters to be estimated, x 1to x 13=¿explanatory variables
influencing the market outlet choices and ε i=¿random error.

Table 2: Description of variables used in the multinomial logistic regression model.

Variable Measurement Expected outcomes

Wholesalers Middlemen Retailers Consumers

Gender Dummy (1 male, 0 + + + +
otherwise)
Marital Dummy (1 married, 0 - - - -
status otherwise)
Age Continuous (year) - - - -
Education Continuous (year) + + + +
level
 Farm size Continuous (hectare) - - - -
Experience Continuous (year) + + + +
Membership Dummy (1 member, 0 ± ± ± ±
otherwise)
Training Dummy (1 yes, 0 + + + +
otherwise)
Credits Dummy (1 yes, 0 + + + +
otherwise)
Extension Dummy (1 yes, 0 + + + +
otherwise)
Market Dummy (1 yes, 0 ± ± ± ±
information otherwise)
Distance to Continuous ± ± ± ±
the market (kilometer)
Total Continuous (RWF) ± ± ± ±
household
income
Results and discussion
The study established used descriptive statistics namely, mean, standard deviation, minimum,
maximum, frequency and percentage in describing the economic variables. Inferential statistics
such as t- test and chi- square were used to find relationship between the variables in the
multinomial logistic regression model. Age of household heads, farm size, education level,
farming experience, distance to market, total household income, gender, marital status, extension
services access, training access, market information, and cooperative membership had influence
on market outlets.

Table 3: Descriptive statistics of the variables used in the multinomial logistic regression.
Continuous Mean Std. Dev. Min Max t -value
variables
Age 43.4 13.8 18. 78 -36.5263***
Farm size 1.2 0.9 0.3 5.4 11.0618***
 Education level 8.7 3.6 0 16 -19.1512***

Farming experience 9.2 8.2 1 43 -10.0092***

Distance to market 1.3 1.04 0.3 5 5.9251***

T. household income 212,421 100,650 76,200 653,500 -26.0198***

x -value
2
Dummy variables Response Frequency Percent

Gender Male*** 128 84.2 21.6193

Female 24 15.8
Marital status Single 32 21.1
Married*** 83 54.6 30.7676
Widowed 10 6.6
Separated 16 10.5
Divorced 11 7.2
Extension services access Yes** 97 63.8 8.2075
No 55 36.2
Training access Yes* 89 58.6 6.8440
No 63 41.4
Credit access Yes 82 53.9 1.8589
No 70 46.1
Market information access Yes*** 94 61.8 14.1813
No 58 38.2
Cooperative membership Yes*** 90 59.2 15.0447
access No 62 40.8
Source: Field survey, 2022
The findings in Table 3 revealed a substantial and statistically significant difference in the mean
age of honey producers and market outlet choices, with a p-value of 0.01. The average age of the
participants was 43 years old , indicating that most of them were in their productive age range,
which could potentially influence their decision to sell to only market outlet as their ages
increase each year. The result differs from Belete et al. (2017) found that age of the household
heads positively influenced market outlet choices of beekeepers in the Abuna Gindeberet District
of Oromia Region, Ethiopia.

There was a clear and substantial mean difference in farm size between household heads and
market outlet choices, with a p-value of 0.01. The average farm size among the respondents was
1.2 hectares. As the farm size increased by an additional hectare, the probability of the honey
producers sending their products to various market outlets grew significantly.

The study revealed a statistically significant difference in the mean education level of household
heads and their market outlet preferences, with a p-value of 0.01. The data suggests that the
average years of schooling among the respondents was 8.7. This could be attributed that
educated household heads reducing the sale of honey to various marketplaces due to limited time
allocated for marketing of these farm products. Based on the findings of a study conducted by
Borena et al. (2023), it was observed that there was a substantial difference the mean between
education levels and market outlet choices of beekeepers in Abuna Gindeberet District of the
Oromia Region, Ethiopia.

The findings showed a noteworthy and detrimental mean difference between farming experience
and market outlet selections made by the household heads for honey. The difference was
statistically significant, as indicated by a p-value of 0.01. The average farming experience of the
households in agriculture was 9 years. This suggests that as the number of years spent in farming
increases, household heads are more likely to opt for market outlets that offer lower prices for
their honey.

There existed a considerable and favorable difference in the mean between distance to the market
and market outlet choices, with a p-value of 0.01. The average distance to the market was 1.3
kilometers, signifying that most of the household heads interviewed walked less than two
kilometers from their respective farmhouses to the nearest marketplace to sell their honey
products. This could have a significant impact on their ability to sell their honey to nearby
market outlets within their community. A similar result was found by Borena et al. 2023 that
there was a positive difference in the mean between distance from the nearest market and
beekeepers market outlet choices in Abuna Gindeberet District of Oromia Region, Ethiopia.

The results revealed a statistically significant and negative mean difference between total
household income and market outlet choices, with a p-value of 0.01. Specifically, the mean total
household income of the respondents was Rwandan Franc 212,421 per month. The likelihood of
the household heads selling their honey to various market outlet choices decreased substantially
as their involvement in other income-generating activities limited their ability to exploit other
market choices.

The gender of the household heads showed a positive and significant correlation with the market
outlet choices of honey, with a p-value of 0.01. This implies that most of the household heads
interviewed were male, accounting for 86.2% of the respondents, while the remaining were
female-headed households. Male-headed respondents were more likely to market their products
in various available market outlets in the study area. The research outcome is consistent with the
conclusions drawn by Degaga & Alamerie (2020), who revealed a positive correlation between
gender of household heads and the decision to sell coffee at different marketplaces in the
Gololcha District of Oromia Region, Ethiopia.

The marital status of the household heads showed a positive association with all the market
outlet choices, with a p-value of 0.01. Specifically, 54.6% of the household heads were married,
while the remaining were single, divorced, widowed and separated. Among married couples,
selling their honey to available market outlet channels in the study area was possible.

Extension services access showed a statistically significant and positive relationship with market
outlet choices, with a p-value of 0.05. In the study area, about 63.8% of the household heads
received extension services from the agricultural officers, which could have influenced their
marketing decision to sell their honey to wholesalers, middlemen, and retailers. These findings
are consistent with those reported by Belete et al. (2017), who observed a positive relationship
between extension services access and market outlet choices among beekeepers in the Abuna
Gindeberet District of Oromia Region, Ethiopia.
Training access was found to have a substantial relationship with market outlet choices, with a p-
value of 0.1. According to the research survey, 58.6% of the household heads reported receiving
agricultural training. Farm household heads who were trained in production and marketing were
able to sell their honey the identified market outlet channels at affordable prices, thereby
reducing high transaction costs.

The relationship between household heads’ access to market information and market outlet
choices was found to be significantly positive with a p-value of 0.01. According to the survey,
61.8% of the respondents sought market information regarding the selling of honey which in turn
affected their decision to sell to various market outlet channels in the study area. The results
align with those documented by Belete et al. (2017), who discovered a favorable correlation
between market information access and market outlet selection among beekeepers in the Abuna
Gindeberet District of Oromia Region, Ethiopia.

The cooperative membership access granted to household heads positively influenced market
outlet choices with a p-value of 0.01. The findings revealed that 59.2% of the household heads in
the study area were members of a cooperative group. Group members received extensive training
and marketing information, including current prices, market demands, and other related
information about the available market outlets in the study area. According to Belete et al.
(2017), there is a positive correlation between cooperative membership access and market outlet
choices among beekeepers in the Abuna Gindeberet District of Ethiopia’s Oromia Region.

Table 4: Descriptive statistics of honey producers market outlet choices

No Market outlet No of producers Percent

1 Wholesaler 44 28.9
2 Middlemen 34 22.4
3 Retailer 28 18.4
4 Consumer 46 30.3
Total 152 100%
Source: Field survey, 2022
Table 4 presents the descriptive statistics of honey producer market outlet choices in Huye
District, Southern province of Rwanda. The findings demonstrated that the most common market
outlet choice among farm households was the consumer market outlet, accounting for 30.4% of
the sampled respondents. This was closely followed by the wholesaler market outlet, which was
preferred by 28.9% of the participants. Middlemen were the market outlet of choice for 22.4% of
the respondents whereas 18.4% opted for the retailer market outlet.

Multinomial logistic results on determinants of honey market outlet choices in Huye

District
Multinomial logistic regression model was used determining the estimates of economic
variables. The results showed that the data is normally distributed, no multicollinearity and
heteroscedasticity problem found in the data. The study used 13 variables but only variables
namely, gender, age, marital status, farm size, education level, membership, distance to forest,
training access, market information and log total income significantly influenced wholesaler,
middlemen and retailer market outlets. The Wald chi2 (39) = 62.68, log likelihood = -148.55 and
(Prob>chi2 =0.0094) highly significant at 1% significance level.

Table 5: Multinomial logistic estimations for determinants of honey market outlet choices
Wholesalers Middlemen Retailers
Std. Std.
Variables Coef. Err. Coef. Err. Coef. Std. Err.
Sex of HH -8.326*** 2.653 -5.285** 2.639 -7.001*** 2.656
Age -0.060** 0.027 -0.038* 0.023 0.007 0.025
Marital status 0.663** 0.338 0.286 0.318 -0.332 0.335
Farm size -0.793** 0.339 -0.631** 0.308 -0.730* 0.427
Education level 0.126 0.098 0.064 0.070 0.273* 0.149
Cop.
membership 1.452** 0.656 0.310 0.613 2.420*** 0.696
Market distance -0.611** 0.272 -0.401* 0.214 -0.289*** 0.229
Training access 2.650*** 0.732 1.087* 0.608 3.884 0.934
Experience 0.048 0.043 0.042 0.038 -0.007 0.046
Extension access 0.248 0.911 0.237 0.835 0.347 0.997
 Credit access -0.257 0.592 -0.298 0.538 0.979 0.666
Market info. 2.815*** 1.014 2.008*** 0.926 -0.164 1.022
Total income 1.069* 0.580 0.874 0.551 0.105 0.622

Number of observations = 152, Wald chi2 (39) = 62.68, Log likelihood = -148.55, Prob> chi 2=
0.0094. Note: *, **, and *** are significant at 10%, 5% and 1% significance level. Source: Field
survey, 2022

Sex of household heads: The probability of choosing wholesalers, middlemen and retailers
market outlets was determined negatively by sex at 1% and 5% significance level. As the sex
increases by one person, the likelihood of that person selling honey through wholesalers reduces
by 8.326, selling to village agents reduce by 5.285 units and selling to retailers reduce by 7.001
units compared to consumers holding other things constant. The result from the study reveals
that male headed households prefer to sell honey to all the market outlets except consumer
market outlet compared to female headed households. It is since male headed households have
better market participation, access to market information and better contact with different market
dealers than female headed households. According to Legesse et al. (2024), mango producers
negatively influence wholesalers, collectors and retailers market outlets in the Aleta Chuko
District, Sidama Region, Ethiopia.

Age of household heads: The probability of choosing wholesalers and middlemen market
outlets was determined negatively by age at 5% and 1% significance level. A unit increase in the
age of household heads reduces the likelihood of selling honey to wholesalers by 0.060 units
relative to consumers. Likewise, a unit increase in age of farm household heads also reduces the
likelihood of selling to village market channels by 0.038 unit than consumer market channels.
This result means that older honey producers prefer selling their harvested honey to consumer
market other than wholesalers and middlemen markets. The possible explanation might be that
older household heads prefer selling for consumer market outlet who buy at farm gate than
wholesalers and middlemen. The result is consistent with the findings of that Mohammed
Kassaw et al. (2019) younger tomato producers prefer selling fresh tomatoes to the wholesaler
market outlets than collectors, retailers and consumers.
Marital status of household heads: The probability of choosing wholesalers market outlet was
determined by marital status at 5% significance level. The marital status of the household heads
positively determines the wholesaler market outlet choice. A unit increase in the marital status by
one unit increases the likelihood of selling honey to wholesalers by 0.663 units than consumers
all things being equal. This could be because married participants have many household
responsibilities making them not to devote more time for selecting the best market channel for
their honey directly to wholesaler market outlet relative to consumer market outlet.

Farm size: There was a negative relationship between farm size and choice of wholesaler and
retailer market channel at 5% significance level. A unit increase in farm size by one hectare the
probability of selecting wholesaler market channel decreases by 0.793 units, reduces middlemen
outlet by 0.631 units and retailer outlet by 0.730 units compared to consumer market outlet. The
meaning is that most of the participants have small farmlands which they generate the farm
income from, and they are sufficient with it enabling them to sell their honey to wholesaler and
retailer market rather than consumer market. The result supported by Endris et al. (2020) who
found that farm size of onion cultivated has a negative and significant effect on household’s
choice of consumer market outlet.

Education level: The education level of household heads positively determines the retailer
market outlet choices at 10% significance level. Education level positively influenced retailers
market outlet choices means as the literacy level of the household heads increases the probability
of selling their honey to retailers increase by 0.273 units relative to consumers. It is because
educated honey producers have the knowledge and skills to analyze market profitability of
different market outlet channels other than consumer market outlet. Formal education enhances
managerial competence and successful implementation of improved production, processing,
distribution and marketing. Education level enables understand and interpret market information
received by the participants and be proactive in acting up on their marketing information. A
study conducted by Nwafor (2021) revealed that education level played a pivotal role in
enhancing the formal wholesale market channel for smallholder cocoyam farmers. This is
because education level improves the sourcing and interpretation of marketing information,
ultimately impacting the level of market participation.
Cooperative membership: Cooperative membership was found to be significant for wholesaler
and retailer market outlets at 1% and 5% significance level. It was revealed that as the
membership increases by one member the likelihood of selling to wholesaler and retailer market
channel increases by 1.452 and 2.420 units relative to selling to consumer market channel. The
cooperative group provides market access, improves bargaining power and reduces transaction
costs for members. According to Temesgen et al. (2017), being a member of any cooperative has
a positive and statistically significant impact on the choice of cooperative market outlets. This is
attributed to the provision of production and marketing information to members. `

Distance to market: Distance to market was found to have a negative and significance
relationship with the likelihood of choosing market choice of wholesalers, middlemen and
retailers at 1%, 5%, and 10% significance levels. A unit increase in distance to market by
additional one kilometer, the likelihood of selling honey to wholesalers decreases by 0.611 units,
middlemen reduce by 0.401 units and retailers reduce by 0.289 units compared to consumers.
The results indicate that those household heads located far from the nearest market are less likely
to sell honey to all the market outlets relative to consumer market outlets. This is because as the
distance to market increases the cost of transportation and the time spent transporting the honey
increases. This is line with the finding of that Tarekegn et al. (2017) showed distance to nearest
market was negatively and significantly related to the retailer’ market outlet choice.

Access to training: There was a positive relationship between the training access, market choice
of wholesalers and middlemen outlet at 5% and 10% significance levels. A unit increase in
access to training by one unit increases the probability of selling to wholesalers by 2.650 units
and middlemen by 1.087 units than consumers. The implication is that those farm household
heads who attended training were transformed by the training received that might have impact on
their honey marketing channel choices expect selling to consumer market outlet in the study
area. The outcome is consistent with Yolchi’s (2021) findings, which indicate that providing
training access has a beneficial effect on beekeepers’ ability to market and sell their honey
products through home-based and retail channels in the local market of Badakhshan Province,
Afghanistan.
Access to market information: The results indicated a positive relationship between market
information access, market choice of wholesalers and middlemen outlets at 1% significance
level. A unit increase by market information access increases the probability of selling honey to
wholesalers by 2.815 units and increases selling to middlemen by 2.008 units rather than selling
to consumers. This is mostly because of male headed households have opportunity to
communicate with wholesaler and middlemen market dealers expect consumer market dealers
concerning current market price, demand, transport cost and other related market information
than female households who confined to home. The implication is that male headed households
who accessed information current market information improves their selling price, because the
market information helps them to analyze the price difference in their locality and the nearby
main market. The findings of Bezabih et al. (2015) confirmed that market information has a
positive and significant effect on household’s channel choice decision of retailer market outlet.

Total farm household income: There was a positive and significant relationship between total
farm household income and market choice of wholesalers at 10% significance level. A unit
increase in total household income in Rwandan Franc increase the probability of selling honey to
wholesalers by 1.069 units relative to consumers ceteris paribus. A possible explanation is that as
the household head obtained more farm incomes from other farming businesses have devoted
more time for looking for the best market channels for his farm produce compared to consumer
market channel. The findings of Mwangi et. (2023) support the conclusion that farmers with
higher farm income are actively involved in farm level marketing, which enables them to
identify additional markets and expand their marketed crop yields.

Conclusion and policy implications

The study concludes that gender of household heads, age, marital status, farm size, education
level, cooperative membership, distance to forest, training access, market information, and total
household income significantly influenced honey producers market outlet choices (wholesaler,
middlemen and retailer) of in Huye District of Southern Province in Rwanda. The policy
implications to be drawn from this current study are based on the significant variables from the
findings. This study suggests that cooperatives can serve as a means for members to collectively
negotiate more advantageous terms with buyers and improve their profitability. In addition,
cooperatives can establish connections with market outlets, thereby enabling members to access
market prospects more efficiently and easily, pool resources, equipment, expertise, organize
networking events, workshops, and educational programs to encourage a sense of community
and collaboration among members. The government and other key players in the honey industry
must focus on improving credit and market information accessibility, building marketing
infrastructure, and promotion of adult education. It is crucial to develop effective honey market
channels by strengthening connections among actors and raising awareness of honey marketing
through training programs.

Funding
This research survey was not funded by any organization, and the authors did not receive any
financial support from external sources.
Availability of data and materials
The dataset analyzed in this study is available upon request from the corresponding author.
CNo conflicts of interest
The authors declare that they have no competing interests that could jeopardize the objectivity of
their findings.
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