The Structure, Conduct, Performance of Potato and Its Determinants of Market Supply: The Case of Senan Woreda, Amhara Region, Ethiopia

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The potato serves as a crucial food crop in Senan Woreda, representing a vital source of nutrition and income for the local populace. This study intends to explore the structure, conduct, and performance (SCP) of the potato market while identifying significant market channels and actors, and analyzing the factors affecting the quantity of potatoes supplied to the market. A primary concern of this research is the lack of documentation and understanding regarding the influences on the quantity of potatoes that smallholder producers supply in Ethiopia. Furthermore, various constraints hinder the potato marketing chain, including limited market information, poor infrastructure, and minimal support for producers. In terms of sampling methodology, a multistage sampling approach was implemented, beginning with the purposive selection of Senan Woreda. The potato‐producing kebeles were stratified based on production levels—high, medium, and low—leading to the proportional selection of four kebeles. Data were randomly collected from a sample that included 174 potato producers and 28 consumers; 47 traders were selected using snowball sampling technique from these kebeles. Key market chain actors identified were wholesalers, retailers, processors, producers, and consumers. To address the factors affecting potato supply quantity, a multiple linear regression (MLR) model was applied. Five marketing channels emerged, with the producer‐to‐retailer and consumer channels describing the largest volume, totaling 1679 quintals. The research indicated that the potato market functions under perfect competition, as shown by a concentration ratio (CR) of 19.6%. The price of potatoes was influenced by supply and demand dynamics. The highest gross marketing margin (MM) (19.15%) occurred when producers sold to wholesalers; the lowest margin (12.77%) was noted when producers sold directly to retailers, who then sold to processors. The analysis identified that potato production volume, market information access, educational attainment, and extension services positively influenced supply. Conversely, family size (FMSZ) and livestock ownership negatively affected supply levels. Recommendations involve enhancing producers’ profit margins through agricultural inputs, improved marketing facilities, and targeted production and marketing strategies in Senan Woreda.