Mmasa, J.Msuya, E. E.Mlambiti, M.2023-03-312023-03-3120133) Mmasa, J., Msuya, E. E & Mlambiti, M. (2013). Performance of various marketing channels for sweet potato value added products. Journal of Agricultural Economics and Development, 2(2), 065-076.https://www.researchgate.net/profile/Melchior_Mlambiti/publication/260423509_Performance_of_various_marketing_channels_for_sweet_potato_value_added_products_Joel_J_Mmasa1_Elibariki_E_Msuya2_and_Melchior_Mlambiti3/links/5c18ead54585157ac1cb2f11/Performance-of-various-marketing-channels-for-sweet-potato-value-added-products-Joel-J-Mmasa1-Elibariki-E-Msuya2-and-Melchior-Mlambiti3.pdfhttp://hdl.handle.net/20.500.12661/3619Full Text Article. Also available at: https://www.researchgate.net/profile/Melchior_Mlambiti/publication/260423509_Performance_of_various_marketing_channels_for_sweet_potato_value_added_products_Joel_J_Mmasa1_Elibariki_E_Msuya2_and_Melchior_Mlambiti3/links/5c18ead54585157ac1cb2f11/Performance-of-various-marketing-channels-for-sweet-potato-value-added-products-Joel-J-Mmasa1-Elibariki-E-Msuya2-and-Melchior-Mlambiti3.pdfThe objective of this study was to assess the performance of various marketing channels for sweet potato value added products. The study used cross sectional design. It used individual interviews, focused group discussions;review of relevant practical documents and discussions with key informants. Data collected were summarized using Statistical Package of Social Science (SPSS) and Excel. Moreover the study adopted Structure-Conduct-Performance (S-C-P) model to analyze the performance of sweet potato value added products marketing system. Furthermore, the study employed gross margin analysis to measure profitability of various market channels. Regarding sweet potato prices, it was found to vary from one node to another. The analysis revealed that there is no market transparency in the sweet potatoes value added products marketing system due to poor coordination on prices information, grades and quality and standard weights of the product in question. Furthermore,bulkiness and perishability affected post-harvest system of the products which acts as barriers. Other serious challenges facing the sub sector were lack of improved seeds(33.1%), low capital (26.8%), unpredictable weather (20.6%)and pests attack (13.9%). The sub-sector seems not to perform efficiently and hence there is poor economic performance due to poor production, lack of market information, low prices, and poor quality of both the sector and the product.enSweet potatoStructure-conduct-performanceValue added productsConsumptionMarketing channelsMarketing systemMarket informationPost-harvestArticle