Choice of Fresh Vegetable Retail Outlets by Developing-Country Urban Consumers: The Case of Kale Consumers in Nairobi, Kenya

Abstract

Fresh produce retailing in many developing-country urban centers is changing with the recent emergence and rapid growth of supermarkets and specialty stores. These retail outlets are competing with the traditional wet markets in developing-country urban centers for buyers. This article uses information obtained from interviews with 449 kale consumers in Nairobi to assess the factors conditioning their choice between open-air markets, roadside markets, supermarkets and specialty markets when buying fresh vegetables. It uses non-parametric methods to identify these factors and then tests the causal effect of the identified factors on choice of retail outlet by consumers using parametric techniques. Both the non-parametric and parametric methods identify income, level of education, risk perception, living environment, level of willingness to pay for safe kale, and confidence in the consistency of quality of kale as the major conditioners of the choice of retail outlet by consumers. The article discusses the implications of these findings.La distribution de produits frais est en pleine e´volution dans de nombreux pays en de´veloppement, avec l'apparition re´cente et le de´veloppement rapide des grandes surfaces et magasins spe´cialise´s. Ces distributeurs rivalisent avec les marche´s ouverts traditionnels dans les centres urbains des pays en de´veloppement. Cette e´tude mobilise des donne´es issues d'entretiens re´alise´s a`Nairobi avec 449 consommateurs de chou frise´, dans le but de de´terminer les facteurs qui les influencent dans leur choix d'acheter leurs le´gumes frais dans des marche´s a`ciel ouvert, de bord de route ou dans des grandes surfaces et magasins spe´cialise´s. Elle s'appuie sur des me´thodes non-parame´triques pour identifier ces facteurs, et mobilise ensuite des techniques parame´triques pour tester l'effet causal des facteurs repe´re´s sur le choix de distributeurs par les consommateurs. Les me´thodes non parame´triques et parame´triques permettent d'identifier les revenus, le niveau d'e´ducation, la perception du risque, le cadre de vie, la disposition a`payer pour du chou sain et la confiance dans sa qualiteć omme facteurs importants du choix de tel ou tel type de distributeurs par les consommateurs. L'article analyse les implications de ces re´sultats.

Concentrations of Heavy Metals and Pesticide Residues in Leafy Vegetables and Implications for Peri-urban Farming in Nairobi, Kenya

“…In this study, we explore pesticide bioaccumulation in the leafy vegetable kale that is grown in peri-urban areas of Nairobi. Kale is the most commonly grown and consumed fresh vegetable by both rural and urban households in Kenya and plays an important role in nutritional balance in developing countries (Okello, Lagerkvist, Hess, Ngigi, & Karanja, 2012).…”

Effects and drivers of participation in agriculture-nutrition-health interventions: Experiences from a biofortified sweetpotato project

“…DCM has been used widely in assessing the factors that affect the choice of an activity or event by an individual among a set of available options (Lapar et al 2009). For instance, they have been used to assess the drivers of choice of the preferred retail outlet by consumer (Moore 1989;Okello et al 2012) and choice of marketing arrangement/outlet by producers (Ondieki-Mwaura et al 2013). In this paper, we use the multinomial logit (MNL) regression, a DCM, to assess the drivers of choice of the level of participation in a project with various gradations of participation levels.…”

Nguồn thông tin, lòng tin và sự lựa chọn nơi mua rau: Nghiên cứu ở Thành phố Hồ Chí Minh

“…Maples và cộng sự (2013) dùng số câu trả lời đúng đối với những kiến thức liên quan đến nông nghiệp để đo lường nhận thức. Lòng tin về chất lượng của rau ở các cửa hàng dẫn đến xu hướng mua rau ở siêu thị và cửa hàng chuyên doanh thay vì chợ trời và lề đường (Okello et al, 2011). Nhận thức về rủi ro đối với sức khỏe của rau không an toàn cũng có tác động tương tự.…”