aistand south~ern afrkca - (PDF, 101 mb) - USAID

and merchants of the milk and milk products
that were sold through these marketing systems.
These alternative systems were:
" direct sales to consumers by producers
" di. ect sales to consumers by the officials (i.e.
governwent-designated) sales outlets (i.e.
outlets other than grocery stores, supermarkets
and small private shops or kiosks)
" direct sales to consumers by itinerant traders
who sold milk produced by other people
• direct sales t,,consumers by small private
shops and kiosks
" direct saleb to consumers by grocery stores
and supermai ;.ets.
This study further established that the direct
"producer-consuiiz; marketing system accounts
for about 71% of the total milk sales and
this is followed in importance by the sales
through the official (government-designated)
outlets (accounting for about 15% of the total
sales) and by the sales through small private
shops and kiosks (accounting for about 9% of the
total sales). Hence the other two systems jointly
account for only about 5% of the total sales of
milk to Addis Ababa households by all vendors,
Table 1 gives the relative importance of the
alternative marketing systems for dairy
products from the consumers' viewpoint,
Debrah and Antench (1991) indicated that
the importance of the different markets of first
sale for fresh milk in Addis Ababa and the
immediate environs varied according to the
location of producers in relation to the central
areas of the Addis Ababa city. Three types of
dairy producers were identified in this study,
namely intra-urban producers; peri-urban
producers; and peasant (rural) producers.
The results showed that the intra-urban
producers marketed their milk th,ough different
channels:
• direct sales to consumers, either at the
producer's home or at the farm gate, or at the
customer's home or business premises (for
73% of the producers)
* sales to catering institutions, either at the
farm gate or by direct delivery (for 18% of the
producers)
. sales to government institutions, either by
direct delivery or through itinerant traders
(for 9% of the farmers).
Hence selling milk to individual consumers
was by far the most popular marketing option for
intra-urban dairy producers in Addis Ababa.
However, the patronage ofalternative marketing
options was found to vary with the size of
production: about 96% of small producers (those
who, on average, keep about three cows per
household) sold directly to individual consumers,
while about 45% of large producers (those
keeping, on average, at least four cows per
household) sold through this option. Of the large
producers, about 40% sold their milk to catering
institutions while about 15% sold to government
institutions.
Table 1. Rotative importance of the alternative marketing systems through which Addis Ababa
households procure their dairy products, 1984/85 situation.
(a) Fresh milk purchases by the households
Marketing system Percentage
Direct sales by producers 71.0
Direct sales by official channel 1
14.8
Direct sales by itinerant traders 1.9
Direct sales by small private shops/1iosks 9.4
Direct sales by grocery stores/supermarkets 2.9
(b) 'Cooking* butter 2 purchases by the households
Marketing system Percentage
Direct sales by traders in mercalo, the main city market 87.0
Direct sales by traders in other city markets 3.6
Direct sales by grocery stores/supermarkets 1.7
Direct sales by producers 2.6
Direct sales by itinerant traders 3.0
Direct sales by official channel 1
0.0
Direct sales by small private shops/kiosks 2.1
Notes: 1.Official channel refers to government (Kebele/DDE) sales outlets.
2.*Cooking' butter ( a locally processed product) as opposed to 'table" butter is the
commonly produced and consumed product InAddis Ababa.
Source: Mbogoh and TUahun (1992).
180