Comparative Marketing Decisions among Contact and Non-Contact Smallholder Coffee Growers in Morobe Province, Papua New Guinea

Abstract

Coffee remains a fundamental component of Papua New Guinea’s agricultural economy, generating over K510 million in foreign exchange earnings in the past decade. This study examines the marketing decisions of smallholder coffee growers associated with the Nakama Agribusiness Cooperative in Quepunung village, Morobe Province. By contrasting contact growers (cooperative members) with non-contact growers (independent farmers), the research investigates how personal and socio-economic characteristics influence marketing strategies. Utilizing a sample of 50 growers and employing a mixed-methods approach, the study reveals that, despite demographic similarities between the two groups, contact growers tend to favour rapid sales and bargaining strategies, whereas non-contact growers are more inclined to utilize delay techniques. The findings provide valuable insights for policymakers, cooperatives, and extension services seeking to enhance market participation and income stability for smallholder farmers.