This study was aimed to examine the effect of market price on the choice of selected fresh vegetables across major markets in Morogoro Municipality. The study employed cross-sectional research design and convenience sampling method to obtain a sample size of 140 respondents. Data collected were analyzed using descriptive statistics and multinomial logit. Regarding variation of market price of the vegetables, findings had shown that, market price of fresh vegetables differed in the selected markets, whereby tomato at Mazimbu market had higher price (Tshs 1,340 per kg) than in Municipal market, with mean price of Tshs 1,125 per kg while it was Tshs 852 per kg for tomato at Mawenzi market. For onion, the mean price was Tshs 1,356 per kg in Municipal market, Tshs 1,138 per kg for Mazimbu market and Tshs 961 per kg at Mawenzi market. Cabbage had high mean price of Tshs 2,545 per kg in Municipal market, Tshs 1,725 per kg at Mazimbu market, and it was Tshs 963 per kg at Mawenzi market. Based on the findings, therefore, the effect of price on selecting fresh vegetable in the market show that customers with formal education who might prefer onion to cabbage would be expected to change by-0.4498 units (44.98%). On the other hand, married customers less prefered onion to cabbage by 0.4975 units (49.75%). In this study, the study recommends that the government should intervene specifically in improving institutional environment so as to reduce market uncetainity and risks of doing business in the fresh vegetable sub-sector. If this recommendation is implemented, then improvement in the fresh vegetable sub-sector would ultimately be realized.