Abstract
AbstractThis study evaluated socio-economic, institutional and product characteristics that influence the choice for African indigenous vegetable (AIV) retail outlets among rural and urban households in Kenya. Multistage sampling technique was used to select a sample of 450 respondents from four counties in Kenya. Data was collected using a pre-tested semi-structured questionnaire and a multinomial Probit model was used in the analysis. Findings revealed that local open air markets and green groceries were the most preferred retail outlets in rural and urban households, respectively. Additionally, gender, age and education level of the key decision-maker, household size, varietal diversity, vegetable bunch size, market distance and perceptions regarding AIV retail prices significantly influenced the choice for AIV retail outlets. Interventions that would standardize the quantity of vegetables sold per bunch in both supermarkets and green groceries and a further development of more green grocery retail out...
Highlights
There has been a growing demand for African indigenous vegetables (AIVs) due to their medicinal and nutritional benefits, especially among urban consumers (Irungu, Mburu, Maundu, Grum, & Hoeschle-Zeledon, 2008; Ngugi, Gitau, & Nyoro, 2007)
This study evaluated socioeconomic, institutional and product characteristics that influence consumers’ choice for AIV retail outlets among rural and urban households in Kenya
It is on the foregoing that the objective of the study is to determine socio-economic, institutional and product characteristics that influence the choice for AIV retail outlets in Kenya
Summary
There has been a growing demand for African indigenous vegetables (AIVs) due to their medicinal and nutritional benefits, especially among urban consumers (Irungu, Mburu, Maundu, Grum, & Hoeschle-Zeledon, 2008; Ngugi, Gitau, & Nyoro, 2007). Despite the aforementioned efforts, marketing inefficiencies considerably constrain AIV supply in Kenya (Abukutsa, 2011; Ngugi et al, 2007) This is attributed to insufficient access to information regarding key market dynamics such as price and quality variations (Ayanwale, Oyedele, Adebooye, & Adeyemo, 2011; Croft, Marshall, & Weller, 2014). Prior understanding of market dynamics could adequately enhance AIV production, marketing and dissemination of such information could attract more participants along the vegetable value chain This could be achieved through consolidating collective efforts endeavored towards satisfying AIV supply deficit, thereby enhancing their availability and accessibility by all consumer segments (Ayanwale et al, 2011)
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