Level and determinants of smallholder’ agricultural market orientation in mountain areas: a case in Kon Tum province, Vietnam.

Abstract

Market-oriented production is a fundamental activity toward poverty reduction in rural and mountain areas. The survey of 73 poor households in Kon Tum province showed that the smallholder’s orientation market is at a low level (MOI=0.313<0.5). The products of crops and livestock sold to the market accounted for 39% and 6.4% respectively. The study results presented 12 factors affecting smallholder’s market orientation index, but only 6 of them have statistical significance. They were ranked from the most to the least important factors as: transportation (β=0.372), rice land area (β=-0.309), distance to market (β=-0.237), cropland (β=0.174), education level (β=0.121), and television ownership (β=0.119). This result recommends some policies in investing in upgrading transport infrastructure, establishing the place of purchase locally, transforming crops, developing poultry raising, and enhancing market information for farmers.