Retail Outlet Attributes Influencing Store Choice for Roots and Tubers in Trinidad and Tobago

C. W. Ardon Iton


From a retail outlet perspective, traditionally fresh produce, including Roots and Tuber (R&Ts) was predominantly sold in the public markets and roadside stalls in the Caribbean. Today a casual stroll in the supermarket will reveal the wide array of R&Ts available to consumers. A review of the food marketing literature reveals that though there have been extensive studies undertaken in developed countries on patronage of traditional and modern food retail outlets, there is a dearth of research on the changing food market in the Caribbean and why some people still visit the public markets. This study focuses on the outlet attributes as factors influencing shoppers’ retail outlet choice for R&Ts in Trinidad and Tobago. The results obtained indicated that the traditional outlet is still the preferred outlet for R&Ts. In the opinion of the customers Price of R&Ts, Variety of R&Ts, Quality of R&Ts, Ability to self select R&Ts, Ability to haggle over price, Outlet near home, and Friendliness of sales persons were statistically different and play an important role in the customers’ decision regarding the choice of retail outlet.

Keywords: Retail outlet attributes, Retail outlet choice, Roots and Tubers, Traditional outlet, Modern outlet

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