Mihreteab Tesfaye2025-08-042025-08https://rps.wku.edu.et/handle/123456789/46432The study was initiated with the objective of investigating and analyzing the vegetable marketingsupply in Shashogo district, Hadiya Zone in Central Ethiopia Regional State. Specifically the studyattempts to investigate the marketing supply of vegetables, to discover the major factors of market supply of vegetable in Shashogo district and to investigate problems and opportunities in vegetablemarketing in the study area. Descriptive analysis was employed to present result of the availablemarketing channels, to present the party who get the largest margin and to present the opportunitiesand challenges discovered by the study. Multiple linear regression models were employed to identifythe factors that determine the market supply of vegetable separately. Producers, brokers, local collectors, wholesalers, retailers and consumers were found the main actors of the vegetable marketingchannel in the study area. Similarly, the most important channel for vegetable in terms of volumewasidentified that starts with the producer and ends with the consumer including retailer as the onlyintermediary. Regarding share of margins, retailers were identified as the parties who take the largest both in vegetable markets channels. Retailer stake 30.3 percent of the final consumer price inthevegetable markets as and they take 54.16 percent of the final consumer price in vegetable market astheir new market model. The factors which determine market supply of vegetable were identifiedaseducation level of the household head, access to market, access to market information and price. For, the factors which determine its market supply were identified as education level of the household, experience and price. The major opportunities of vegetable marketing in the area were access toadequate human and natural resources, growing demand of vegetables and growing productionandmarketing experience of the farmers whereas, the major constraints were identified as poorinfrastructure, absence of agro-processing plant and lower access to market information. The studyfinally recommended the regional government to consider the production capacity of the areaandsolve marketing problems they face by mechanisms like initiating the federal government to plantingagro-processing industries and creating sustainable and shorter marketing channels in order toincrease and ensure the profitability of the vegetable producing households in Shashogo district.enThesis