Consumers’ Choice for Vegetable Market Channels in Indonesia

Abstract

<p>The purpose of this study is to explore consumers’ choice for vegetable market channels and to determine the factors which affect their choices. A survey involving 887 respondents was carried out in Jabodetabek area. This study found that the traditional retail formats (e.g., wet market, peddler, and kiosks aka warungs) were the favorable place for vegetable purchasing. The results of the multinomial logit model analysis suggests that consumers’ retail format choice is determined by domicile, education level, income level, employment status of women, and purchase frequency. Moreover, other factors that influenced consumer choice is price, quality of product, safety concern, store attributes, easiness & availability, and brand & traceability information. <br /><strong>Keywords</strong>: Consumers’ choice, vegetable market channels, multinomial logit analysis, factor analysis, Jabodetabek </p>