CONSUMERS’ PREFERENCES AND DETERMINANTS OF RETAIL TOMATO PURCHASE DECISION IN KANO METROPOLIS, NIGERIA
DOI:
https://doi.org/10.33003/jaat.2026.1202.01Keywords:
Consumer Preferences;, Tomato Retailing;, Perceived Quality;, Factor Analysis;, Kano Metropolis;, Urban Food MarketsAbstract
This study examines consumers’ preferences and the key determinants of retail tomato purchase decisions in Kano Metropolis, Nigeria. Primary data were collected from 144 tomato consumers using a structured questionnaire administered through face-to-face interviews and electronically recorded using Kobo Toolbox. Descriptive statistics and exploratory factor analysis were employed to analyse collected data. The results show that traditional open markets and street vendors dominate tomato retail patronage, reflecting the central role of informal retail channels in urban food provisioning. Proximity, affordability, and perceived freshness were the most frequently cited reasons for outlet choice. Factor analysis identified four major constructs. Quality, Price, Location, and Attitude which together explained 73.6% of the total variance in consumer preferences. Quality-related attributes associated with handling and freshness preservation emerged as the most influential determinants, followed by price-related factors and outlet accessibility. Attitudinal factors, including consumers’ confidence in judging tomato quality, also played a significant role in shaping purchasing behaviour. The findings suggest that consumer preferences for tomatoes in Kano Metropolis are multidimensional, driven primarily by freshness cues, price sensitivity, and convenience. The study highlights the need for improved post-harvest handling practices, better hygiene in informal markets, and enhanced retail infrastructure to improve product quality and consumer satisfaction. These results provide useful insights for policymakers and value chain actors seeking to strengthen urban tomato marketing systems and improve food access in rapidly growing cities.
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