Choice of supermarkets as a marketing outlet for purchasing fresh agricultural products in urban Ghana
Nankai Business Review International
ISSN: 2040-8749
Article publication date: 22 April 2022
Issue publication date: 27 October 2022
Abstract
Purpose
This paper aims to assess the choice of supermarkets for purchasing fresh agricultural products among urban consumers in Ghana.
Design/methodology/approach
Likert scale was used to investigate reasons for purchasing agricultural products from supermarkets, while heteroskedastic probit was used to estimate the determinants. Beta regression was used to examine the determinants of the proportion of food expenditure on raw/unprocessed agricultural products.
Findings
The principal reasons for purchasing agricultural products from supermarkets are convenience, a guarantee of assorted products, high-quality products and food safety, constant supply of products, conducive shopping environment, excellent customer service and social influence. The probability of purchasing agricultural products from supermarkets is high for consumers who are either males, young, educated, high-income earners or salaried workers. Consumers residing closer to supermarkets have a greater probability of shopping for agricultural products from same. The proportion of food expenditure on unprocessed agricultural products increases with age but decreases with education and distance to local markets.
Originality/value
Few prior studies have investigated supermarket’s surge in developing countries and its connection with consumer food-outlet choice. Unfortunately, little is evident in the extant literature on consumers' choice of supermarkets as purchasing outlets for fresh agricultural products. Hence, this study closes the gap on consumers and fresh agricultural product purchases from supermarkets in Ghana. Results from the study will provide grounding evidence to supermarket owners to adjust their services to meet consumers’ needs and provide relevant information to evolving supermarkets or investors who may venture into the supermarket business on the attributes that influence consumers to use supermarkets as a purchasing outlet.
Keywords
Acknowledgements
The authors are profoundly grateful to the consumers who spent the time to answer our questionnaires. Their sincere gratitude goes to Miss Esther Appah Mensah and Mr Ebenezer Twum Mensah for the data collection and input. They also express our deepest gratitude to Ms Wilhemina Kwabeng Owusu for proofreading the draft manuscript.
Funding: This research did not receive any specific grant from funding agencies in public, commercial or non-governmental organisations.
Competing interests: The authors declare that they have no competing interests.
Citation
Bannor, R.K., Amfo, B., Oppong-Kyeremeh, H. and Chaa Kyire, S.K. (2022), "Choice of supermarkets as a marketing outlet for purchasing fresh agricultural products in urban Ghana", Nankai Business Review International, Vol. 13 No. 4, pp. 545-566. https://doi.org/10.1108/NBRI-08-2021-0059
Publisher
:Emerald Publishing Limited
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