Mhagama, Joseph K.Mmasa, Joel J.Ismail, Ismail J.2024-08-152024-08-152021Mhagama, J. K., Mmasa, J. J., & Ismail, I. J. (2021). Marketing services for choice of market channels among sesame smallholder farmers in Tanzania the moderating effect of agricultural marketing co-operative societies.URL: http://repository.mocu.ac.tz/handle/123456789/440https://demorepository.udom.ac.tz/handle/20.500.12661/4538Abstract, Full text Article available at http://repository.mocu.ac.tz/handle/123456789/440The study examined the influence of marketing services on choice of marketing channel when moderated by agricultural marketing co-operative societies. It employed a cross-sectional research design, whereas a sample of 392smallholder sesame farmers was randomly drawn through probability sampling techniques. Data were collected using a survey questionnaire and analysed using the Generalized Structural Equation Modelling Approach (GSEM). The study found that market services positively influence the choice of marketing channel when moderated by agricultural marketing co-operative societies among smallholder sesame farmers. It was found that the selection of proper marketing channels improved among members of agricultural marketing co-operative societies than non-members. The study recommends training to be given to non-members regarding the importance of agricultural marketing co-operatives societies as well as strengthening co-operatives by enhancing marketing services.enMarketing servicesMarket channelsSesame smallholder farmersAgricultural marketing co-operative societiesAgricultural marketingArticle