The study was conducted in Gololcha District of Arsi Zone with the objective of identifying determinants of coffee producermarket outlet choice. The primary data were collected through personal interviews from a total of 154 producers, using structured and semi-structured questionnaires. The multivariate probit model result indicated that the sex of the household head,level of education, means of transport ownership and access to information had positively influenced choice of wholesalerand negatively influenced choice of agent middle-men. Level of education was significantly and negatively related with agentmiddle-men, and significantly and positively influenced cooperatives’ and wholesalers’ channel choice. Enhancing institutional and infrastructural (transportation and extension) facilities is necessary to enable coffee producers to select efficientchannels. In addition, the study recommends that steps be taken to establish and support multi-purpose coffee farmers’

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