Consumer Purchasing Behavior for Tomatoes

Abstract

Tomato (Solanum lycopersicum L.) is an important vegetable worldwide. Consumer preferences and tastes are key factors affecting purchasing decisions. The study examined urban consumer purchasing behavior for tomatoes. Data from 150 respondents in four randomly selected local government jurisdictions in an urban area were examined using descriptive statistics and regression analysis. Most (73.3%) respondents were female and married (66%); 53.3% of respondents were 41–60 years of age, with a mean age of 45. Almost all respondents (91.3%) preferred fresh tomato; others preferred tomato paste (7.4%), and 1.3% preferred dried tomatoes. Most respondents (70.7%) emphasized fruit freshness. Large-sized tomatoes (56%) and cv. UC82B (62%) were preferred. About 55% of respondents purchased fresh tomatoes twice a week in the peak season and 48% in the off-season. Regression indicated that the amount spent on fresh tomatoes was influenced by tomato size and amount spent on sweet pepper (Capsicum annuum L). Improved storage and handling techniques during production and postharvest activities would likely improve fresh tomato availability. Availability of fresh tomatoes affects purchasing behavior; that is, they are purchased when available, even in lean periods of the year.

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