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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).

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

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

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

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.