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

Review of Agricultural and Applied Economics, RAAE, VOL.24, No. 2/2021

ARTICLE TYPE: REGULAR ARTICLE
MANUSCRIPT RECEIVED: 18.07.2021
MANUSCRIPT REVISED: 08.09.2021
MANUSCRIPT ACCEPTED: 20.09.2021
RECORD ONLINE: 22.09.2021
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KEYWORDS:
retail outlets; fruits and vegetable; consumer’s choice; socioeconomics; urban
DOI NUMBER:
10.15414/raae.2021.24.02.90-100
ABSTRACT:
Research background: With market liberalization and the introduction of the new Global GAP measures, several vertical coordination options have emerged, presenting smallholder farmers with multiple market outlets. The choice of any vertical coordination option (VCO) is likely to be entwined by farm, farmer and vertical coordination attributes, yet the selection of an appropriate market outlet for delivering farm produce is not clear-cut.
Purpose of the article: This study determines factors influencing the choice of vertical coordination options among smallholder French beans producers in Murang’a South Sub-County.
Methods: Using data from a sample of 215 smallholder producers, the study employed a multivariate probit model (MVP) to explain the determinants of vertical coordination option choices among French beans farmers in four wards located in Murang’a South Sub-County.
Findings & Value added: The results indicate that the choice of vertical coordination option was significantly influenced by gender, household size, education stock, group membership, extension service, training access, farming experience, off-farm income, credit access, distance and market reliability. This implies that the promotion of collective action as an institutional tool for linking farmers to high-value markets, matters. These networks will aid in sharing knowledge, increasing borrowing power and thus, producers can improve French bean quality as required by the market. Additionally, financial institutions stakeholders should develop policies that favour the acquisition of credit at affordable rates. Further, the government with other relevant stakeholders should conduct more training on global gap standards.
JEL CODES:
D1; D5; C8; D12; Q11; Q12
PAGES:
90 - 100
Please Cite this Article as:

Oriyomi OSITADE, Kehinde Paul ADEOSUN, Bolarin Titus OMONONA (2021) Determinants Of Customers Choice Of Retail Outlet For The Purchase Of Fruits And Vegetables. Review of Agricultural and Applied Economics. XXIV (Number 2, 2021): 90-100. doi: 10.15414/raae.2021.24.02.90-100
URL for sharing:

https://roaae.org/1336-9261/doi/abs/10.15414/raae.2021.24.02.90-100

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Review of Agricultural and Applied Economics | ISSN 1336-9261
Faculty of Economics and Management of the Slovak Agricultural University in Nitra and the Association of Agricultural Economists in Slovakia.
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