Do demographics predict shoppers’ choice of retail outlet for roots and tubers in Trinidad and Tobago?

Ardon C.W. Iton (Department of Agricultural Economics and Extension, University of The West Indies – Saint Augustine Campus, Saint Augustine, Trinidad and Tobago)

Journal of Agribusiness in Developing and Emerging Economies

ISSN: 2044-0839

Publication date: 13 November 2017

Abstract

Purpose

The purpose of this paper is to identify the demographic characteristics that influence the choice of retail outlet and the preferred retail outlet used by primary household shoppers when purchasing roots and tubers (R&Ts).

Design/methodology/approach

The study uses a binary logit model to estimate the probability of being a traditional or modern outlet shopper for R&Ts.

Findings

The traditional retail outlet was the preferred place to purchase R&Ts. Three demographic variables, age, monthly family income and ethnicity, were statistically significant.

Research limitations/implications

The sample size might be considered small with only 232 primary household food shoppers participating.

Originality/value

To date, minimal research on the marketing of R&Ts has been undertaken in Trinidad and Tobago. As such, it is hoped that this study will stimulate others to undertake research in this area.

Keywords

Citation

Iton, A.C.W. (2017), "Do demographics predict shoppers’ choice of retail outlet for roots and tubers in Trinidad and Tobago?", Journal of Agribusiness in Developing and Emerging Economies, Vol. 7 No. 3, pp. 231-241. https://doi.org/10.1108/JADEE-05-2016-0035

Download as .RIS

Publisher

:

Emerald Publishing Limited

Copyright © 2017, Emerald Publishing Limited

To read the full version of this content please select one of the options below

You may be able to access this content by logging in via Shibboleth, Open Athens or with your Emerald account.
To rent this content from Deepdyve, please click the button.
If you think you should have access to this content, click the button to contact our support team.