Factors Affecting the Implemented Coffee Traceability Marketing System in Ethiopia Commodity Exchange, Jimma Branch

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.