TOMATO PRODUCTS’ MARKET POTENTIAL AND CONSUMER PREFERENCE IN IBADAN, NIGERIA

Abstract

The paper analyzed Tomato Products’ market potential and consumer preference in Ibadan, Nigeria. Primary data on socioeconomic characteristics of consumers, willingness to buy as well as pattern of consumption of Tomato products were collected from 215 randomly selected consumers in 5 Local Government Areas in the metropolis. Data were analyzed using descriptive statistics, T- test and Chi square. Most of the consumers were female (86.5%) with average age of 31.5 years. Majority of the respondents had household size of 1-5 individuals (67.4%) while 79.1% had tertiary education. Most of the respondents showed preference towards Tomato paste (86.05%), Tomato Ketch up and Whole Peel Tomatoes in Bottle (3.72%), Dried Tomato and Tomato Powder (1.86%) while the least preferred was the Tomato juice and Sauce (1.40%). Findings revealed that 52.56% and 59.53% of respondents purchased tomato products at least once a week in the peak and lean season of tomato production. An average of 293.3g and 397.6g of tomato products was purchased weekly in the peak and lean season of tomato production. Household size, age and educational level showed a significant relationship with frequency of purchase. Although Tomato paste is the most patronized, intensive awareness efforts may help to enhance the market potentials of other products.

Keywords

• consumption pattern
• potential
• tomato product
• usage
• willingness