| Variables | Description and Measurement of Variables | Measurement of variables | Expected Sign |
| Dependent |
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| Choice of market outlets (retailers, consumers, collectors and wholesalers) |
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| Independent |
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| Farmorg | Number of organizations aquafarmer belongs | Continuous | + |
| Hhsize | Household size | Continuous | +/− |
| f_gender | Gender of the farmer | Dummy, 1 = Male, 0 = Male | +/− |
| f_edu | Years of education | Continuous | + |
| Age | Age of the farmer | Continuous | +/− |
| Altincome | Income from other sources (Kenya Shillings) | Continuous | +/− |
| Experience | Experience in aquaculture in years | Continuous | + |
| Quantity | Quantity of fish produced (main type of fish produced) in Kilograms | Continuous | + |
| landsize aqua | Size of land under aquaculture in acres | Continuous | + |
| Preservation | Access to fish preservation | Dummy, 1 = Yes, 0 = No | + |
| Distance | Distance to the nearest market in Kilometres | Continuous | + |
| Linkfhmkt | Access to linkages with the fish market | Dummy, 1 = Yes, 0 = No | + |
| Acccredit | Access to credit | Dummy, 1 = Yes, 0 = No | + |
| Extension contacts | Number of contacts with extension officers (per year) | Continuous | + |
| Farmafri | Engagement with Farm Africa | (Dummy, 1 = Yes, 0 = No) | + |
| contact_fish | Number of commercial contacts do you have with the fish buyers (per year) | Continuous | + |
| farmorg_year | Maximum number of years one is a member of aqua-related group | Continuous | + |