In present liberalized, privatized and globalised era world economy is characterized as a
service economy due to the increasing importance and share of the service sector in the
economies of most developed and developing countries. All developing nations have invariably
experienced a shift from agriculture to industry and then to the service sector as the main stay
of the economy. This shift has also brought about a change in the definition of goods and
Abstract Ethiopia is among the poorest countries in the world where agriculture is the major source of living for more than 83 per cent of its people. Besides, the sector is the dominant one in the national economy. But agricultural performance in production and productivity is poor to bring sustainable changes in the living standards of the rural community. Among others, underdeveloped agricultural marketing system is a major factor for the poor performance of the sector.