Gender Differences of Perceived Fresh Produce Retail Outlet Attributes in Trinidad and Tobago

Abstract

In the Caribbean there is a dearth of literature on food marketing despite the significant changes taking place in food retailing in many developing countries. Traditionally, food shopping was considered woman’s work. Today a casual stroll in the supermarket or public market will reveal a large number of males undertaking the household food shopping task. This study focuses on the difference in perceived importance of outlet attributes by male and female primary household food shoppers in the context of fresh produce shopping in Trinidad and Tobago. The results obtained indicated that the two most important attributes for both males and females were – cleanliness of place and quality of fresh produce, though in different order of perceived importance. Only two of the twenty attributes analyzed were statistically significant for males and females – presentation of fresh produce and ease of getting to and from the retail outlet. This study makes an attempt to understand purchase behavior as traditional gender roles change and marketers try to develop strategies to better match the contemporary food market in Trinidad and Tobago.

Keywords: Gender, Retail outlet attributes, Trinidadian and Tobagonian shoppers, Fresh produce