DETERMINANTS OF CUSTOMERS CHOICE OF RETAIL OUTLET FOR THE PURCHASE OF FRUITS AND VEGETABLES

Oriyomi Ositade, Kehinde Paul Adeosun and Bolarin Titus Omonona

Review of Agricultural and Applied Economics (RAAE), 2021, vol. 24, issue 2

Abstract: Research background: Adequate and sufficient intake of fruits and vegetables has been listed as one of the important avenues for actualizing a healthy living. More so, access to fruits and vegetables through a preference for retail outlets is indispensable to the debate on fruits and vegetable consumption among households. Purpose of the article: The study examines factors influencing the choice of retail outlets and frequency of visits to retail outlets for the purchase of fruits and vegetables. Methods: The study employed multistage sampling to select the respondent for the study. Primary data were collected from 290 respondents through semi-structured questionnaires and were analysed using Descriptive statistics and Multinomial Logistic Regression. Findings & Value added: The results indicate that majority (52.76%) of consumers preferred to purchase fruits and vegetables daily, weekly, and monthly, while 27.59% preferred to purchase fruits and vegetables weekly only. Regarding the choice of retail outlet, most (46.21%) preferred both open market, neighbourhood stores, and supermarkets, while 33.10% preferred open market only for the choice of fruits and vegetables. The results also indicate important and significant factors like household size (p<0.1), number of people working within the household (p<0.05), total household income (p<0.05) that influenced the consumer’s choice of retail outlet for fruits and vegetable. Likewise, important and significant factors such as customer service (p<0.05), sex of consumer (p<0.05), shopping habit (p<0.01) influenced the frequency of visits to fruit and vegetable retail outlets by consumers. The study recommended that retail outlet owners should strive to create a conducive and friendly atmosphere with their customers to engender an enduring customer service experience to encourage customers’ repeat purchases.

Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:ags:roaaec:316628

DOI: 10.22004/ag.econ.316628

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