CONSUMERS’ CHOICE OF MARKET OUTLETS FOR FRESH LEAFY VEGETABLES AMONG RURAL AND URBAN HOUSEHOLDS IN FEDERAL CAPITAL TERRITORY, NIGERIA

Abstract

This study examined consumers’ choice of market outlets for fresh leafy vegetables among rural and urban households in Federal Capital Territory, Nigeria. Stratified, purposive and convenience sampling techniques was used to select, 713 households (363 urban households and 350 rural households) in four Area Council in FCT. Primary data were collected using well-structured questionnaire, descriptive and inferential statistics were used to analyse the data. The result revealed that local/ open air-markets and (road side for rural households) while (Farm gate for urban household) were the most preferred retail outlets in rural and urban households, respectively. The multinomial logit model showed that age, Gender (Sex), Education level, household size, Distance to the nearest market outlet, weekly expenditure of consumers has significant relationship with the probability of choosing farm gate, home/kiosk, road side and hawking as market outlets for fresh leafy vegetables among rural households as well as urban households with exception of personal income. Consumers have to be properly educated on the importance of various market outlets for fresh leafy vegetables in the study area and strategies that would expand fresh leafy vegetables varietal diversity at the farm gate outlets would enhance their choice among rural households. Also, policies that would enhance investment in research and production of certified seeds for various fresh leafy vegetables to farmers for use by relevant government organization(s) among both rural and urban households in the study area.

Keywords

• consumers’ choice
• market outlets
• fresh leafy vegetable
• multinomial logit
• households