Consumer’s choice of retail outlets for African indigenous vegetables: Empirical evidence among rural and urban households in Kenya

摘要

This 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 outlets can increase their preference in urban households. Moreover, strategies that would expand farm gate varietal diversity and reinforce hygiene standards in local open air outlets can enhance their preference in rural households.