Is Marketing Intermediaries' Mediation Required for Livestock and Products Marketing to Improve the Economic Status of Pastoralist Communities in Ethiopia?
Duba Malich Guyo, Chalchissa Ametie Kero, Shashi Kant
Abstract
The economic standing of pastoral communities as a result of livestock and livestock products marketing, as well as the mediating function of marketing intermediaries, are the main subjects of this study. Porter's value chain theory, the tragedy of commons, Lancaster's theory, marketing expansion theory, social exchange theory, asset-based theory, market-based theory, resource-based theory, and modernization theory served as the theoretical compass for the study's meta-analysis. A practical approach was used in the research. The sample size was determined to be 336 samples, and the sampling strategies selected were simple random sampling, purposive sampling, and multistage sampling. The ideal technique for analyzing data is advised to be AMOS software, with questionnaires, interviews, and observation recommended as the data gathering instruments. The results of AMOS demonstrated that in order to improve the economic standing of Ethiopia's pastoralist community, marketing intermediaries’ mediation is absolutely necessary for the marketing of livestock and products. As a result, since marketing intermediaries are totally mediating the relationship, policy makers must focus on them. The results imply that the survival of the pastoral economy entirely rests on marketing intermediaries.