The viability of roadside markets as agricultural marketing channels: evidence from the Musoma Mwanza highway, Tanzania

Roadside markets constitute a critical yet underexamined component of informal agricultural marketing systems in Sub Saharan Africa. This study assessed the structure, sourcing practices, and livelihood viability of roadside markets along the Musoma to Mwanza highway in Tanzania's Lake Zone. Guided by the Sustainable Livelihood Framework and agricultural marketing theory, a cross sectional survey of 205 vendors in four markets was conducted. Chi square tests examined associations between market typology, vendor characteristics, sourcing mechanisms, and profitability. Results show pronounced spatial differentiation, with significant associations between crop type and market location (χ² = 156.34, df = 36, p < 0.001). Tomatoes emerged as the most traded commodity (106 observations), followed by sweet potatoes (72 observations). Vendors predominantly source from own farms (51.3%) or through U pick arrangements (24.9%), indicating substantial production and marketing integration with limited intermediary reliance. Women constituted 54.6% of vendors, with gender composition varying significantly across markets (χ² = 12.84, df = 3, p = 0.005). The modal daily profit was TShs 7,500 (approximately TShs 195,000 monthly), exceeding Tanzania's agricultural minimum wage, though 24.9% reported profits of TShs 5,000 or less. Semi wholesale markets showed higher profitability than retail markets (χ² = 14.27, df = 6, p = 0.027). The study conceptualised roadside markets as spatially embedded livelihood systems relevant for inclusive agrifood development and rural income diversification.