Abstract:
This study has been done to examine factors that affected the implemented coffee traceability
marketing system in Ethiopia Commodity Exchange, Jimma branch. Hence, descriptive and
explanatory research designs with qualitative and quantitative approaches have been used for
the study. The target populations were 323, and the Stratified Random sampling method was
used to draw 130 samples from the heterogeneous groups. For gathering primary data,
questionnaires, interviews, and focus group discussion have been used and the secondary data
were compiled from different sources. Four independent variables (awareness creation/
development, supply chain intricacy, legislation, and controlling system) were used to measure
the traceability performance so as to analyze the current coffee traceability system in ECX
Jimma branch and thereby to take respective measurements after the analysis. Descriptive and
inferential statistics have been applied for the analysis. Hence, the results from the regression
model summary & analysis of variance indicated that the goodness fit of the model and the
estimated independent variables could explain 88.5 percent variation in the current coffee
traceability performance, and this situation can be taken as a warning alarm for the ECX and
the concerned bodies to take the right remedial action to sustain the traceability system. Beside
to the findings, feasible recommendations with perspectives of the concerned organizations have
been forwarded by the study so as to abet the sustainability of coffee traceability marketing
system particularly in ECX Jimma branch, and generally at Ethiopia Commodity Exchange.
Finally areas of future research direction have been suggested by the study.
