Factors that influence consumer willingness to buy selected processed vegetables and market penetration strategies used by emerging processors a case of University of Fort Hare LED-LLIMA Agriparks programme, in the Amathole District, South Africa
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Date
2014
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University of Fort Hare
Abstract
Small scale vegetable farmers in developing countries face enormous challenges in trying to access markets for their produce. This is very problematic considering that the only way of getting incomes to sustain livelihoods for small scale farmers can be through access to markets in which they can sell their produce. It is in this view that this study seeks to find out factors that influence consumers’ decision making to buy certain vegetables and to determine whether there is a potential market for the processed vegetables. This study does so through evaluating consumer perceptions about buying different vegetables and determining significant factors that influence their preferences. The study used a vegetable tasting procedure in which vegetables were prepared and presented to 50 respondents for evaluation with respect to various attributes in order to find out which attributes could affect consumer decisions. In addition to this, a survey was conducted on 200 individuals, 10 schools and 10 supermarkets in order to determine if there is a potential for processed vegetables in these markets. A binary logistic regression model was also used to determine significant factors that influence individuals’ willingness to buy processed vegetables. Primary data used in the study was obtained from respondents through the use of closed and open ended questionnaires (with general and rating questions). Samples for the study were drawn using convenience sampling and purposive sampling. Data was analysed using descriptive statistics and binary logistic regression model. The results of the study established that consumers’ perceptions and preferences are influenced by various factors such as quality, taste, colour, freshness of vegetables and other socio economic factors such as the economic situation and level of education of the individual or household. The results also showed that there are significant factors that influence willingness of consumers to buy processed vegetables and these include own production, home preservation of vegetables, personality, environment, quality of produce and attitudes towards the vegetables.
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Marketing -- South Africa -- Eastern Cape, Vegetables -- Marketing, Vegetable trade -- South Africa -- Eastern Cape