Research Article Agri Res & Tech: Open Access J
Volume 20 Issue 2 - March 2019
Copyright © All rights are reserved by Herath US
DOI: 10.19080/ARTOAJ.2019.20.556123
Consumer Behavior and Attitudes in
Purchasing Vegetables
Herath US*
Department of Export Agriculture, Faculty of Agricultural Sciences, Sabaragamuwa University of Sri Lanka, Sri Lanka
Submission: February 11, 2019, Published: March 06, 2019
Corresponding author: Herath US, Department of Export Agriculture, Faculty of Agricultural Sciences, Sabaragamuwa University of Sri Lanka, Sri
*
Lanka
Abstract
Vegetables are consumed by many on a daily basis to fulfill their nutrient requirements. Consumers spend a considerable amount of their
income on vegetables. However, the patterns and decisions in purchasing and attitudes may vary from one person to another. Understanding this
behavior is important in decision making along the supply chain and in development of policies. 100 randomly selected vegetables consumers
from Kandy district of Central Province in Sri Lanka participated in a study carried out to determine the behavior during purchasing of vegetables.
The results of this study concluded that the behavior of consumers is affected by the price, health factors, the quality of vegetables, home gardening
and the situation. Consumers prefer to purchase a variety of vegetables including the organically produced.
Keywords: Consumer behavior; Patterns in purchasing; Vegetables
Introduction
Pola. The new retail format of supermarkets and hypermarkets
Consumption of vegetables is a cheap mean of fulfilling nutrient
tend to develop their range of fresh fruits and vegetables to meet
requirements. However, its significance in diet is determined
a growing demand [6,7]. Modern retailers also provide the other
by the culture. In Sri Lankan agriculture, vegetables are a sub
benefits such as availability of all products under one roof and
sector that is considered to be important by both the farmers and
convenience. However, consumers also purchase vegetables at
consumers. A majority of Sri Lankans consume vegetables on a
unorganized retailers and traditional fairs owing to various other
daily basis along with the country’s staple food rice. According
factors. Even though a majority of households consume vegetables
to Household Income and Expenditure Survey 2016, 8% of total
daily, the frequency of purchasing vegetables vary depending
household expenditure on food and drink in Sri Lanka is spent on
on several factors. Some buy them for 2-3 days given that they
vegetables. Hence, vegetables are one of the frequently purchased
have the luxury of a refrigerator [1]. The variability in climate
food items in the country.
associated with the topography of Sri Lanka allows the cultivation
Consumers behave differently during purchasing of vegetables. of different types of vegetables increasing the choices available to
Factors affecting the behavior of consumers are both endogenous the consumers.
and exogenous. Endogenous or internal factors include the needs
The modern consumer has a concern regarding the safety
and motives, learning, self-concept, personalities and attitudes
and quality of the food products [8]. The niche products including
whereas culture, reference group, family and socio-economic
organic and locally grown food are becoming more popular [9].
situation are considered to be exogenous or external factors
Consumers either seek to purchase environmentally friendly
[1,2]. The decision in buying fruits and vegetables are based
food products or become health conscious about what they eat
on analysis of cognitive and emotional elements with a little
increasing the demand for organic food in the market [1]. However
effect from advertising or other campaigns [3,4] and they value
according to Rosairo [10], in Sri Lanka, a majority of buyers are
freshness, appearance and price more than other characteristics
unable to consume organic vegetables due to a range of specific
[3,5]. The choice of the market place and vegetables, frequency
reasons.
of shopping, amount spend on vegetables and factors considered
during purchasing vary from one consumer to another. The store Understanding the behavior of consumers and attitudes
choices of consumers in purchasing vegetables in Sri Lanka ranges during purchasing of vegetables can have many positive
from modern supermarkets to traditional fair system known as impacts. It is useful for the vegetable supply chain actors to
Agri Res & Tech: Open Access J 20(2): ARTOAJ.MS.ID.556123 (2019) 0090
Agricultural Research & Technology: Open Access Journal
know and understand the shifts in patterns in demand and Gender as a factor: When the gender of respondents who
underlying determinants of the changes while providing better are responsible for grocery shopping in the households was
information for the formulation of agricultural policies that foster considered as a factor, 67% were females and 33% were male
development of market demand through local food producers and (Table 2).
traders [6]. At present, consumers recognize their influence over
Level of formal education: (Table 3) Only a minority of 5%
products and stores. Thus, understanding consumer needs and
had received a lower level of formal education. 44% had passed
preferences would help the retailers and suppliers to anticipate
the Advanced Level examination and 39% were degree holders.
the changes that may happen in the future [11]. The study was
carried with the objective of assessing the behavior of consumers Table 3: Distribution of respondents based on formal education.
and their attitudes in relation to the purchasing of vegetables. Level of Education Percentage (%)
The major factors influencing the purchasing of vegetables,
Below Ordinary Level 5
selection of outlets, constraints faced, attitudes towards organic
and environmental friendly vegetables, post purchase losses and Passed Ordinary Level 12
cultivation of vegetables in the home garden were explored during Passed Advanced Level 44
the study.
Undergraduate Degree 31
Methodology
Post Graduate Qualifications 8
Data were collected through a self-administered or
interviewer administered questionnaire. 100 consumers were Household size: The majority of respondents had a family
selected randomly from the district of Kandy, Central Province, with 3-5 members. 2 or less numbers were present in 9% of
Sri Lanka. The participants were above the age of 18 years and families while 10% had more than 5 members (Table 4).
were either primarily of jointly responsible for grocery shopping Table 4: Distribution of respondents based on household size.
in their household. The questionnaire gathered data regarding House Hold Size (Number) Percentage (%)
demography, vegetable purchasing frequency, locations and
≤2 9
amount spent, types purchased, factors influencing, and problems
faced, behavior during purchasing of vegetables, attitudes and 3-5 81
experience in purchasing organic vegetables and home gardening. >5 10
Descriptive statistical analysis to calculate frequencies was carried
out using IBM SPSS software version 24. Data were graphically Expenditure on vegetables
illustrated using MS EXCEL (2013). The weekly expenditure on vegetables by each respondent
varied as follows (Figure 1). 55% of respondents spent less than
Results and Discussion
Rs.1000 per week for vegetables while the expenditure of 10%
Demographic status was at the highest range of Rs.2000-3000. Choice of vegetables,
The variations in demographic factors can influence on the household size, income and location of purchase are a few factors
behavior and attitudes of a consumer. that can influence this variation among the respondents.
Distribution of age: Table 1 The majority of the respondents
were from the age group of 31-45 years with a percentage of 43%.
The age group of 45-60 years followed the majority. Only 6% were
above the age of 60 years.
Table 1: Distribution of respondents based on age.
Age (Years) Percentage (%)
18-30 16
31-45 43
46-60 35
>60 6
Table 2: Distribution of respondents based on gender. Figure 1: Weekly expenditure on vegetables.
Gender Percentage (%) Location of purchase
Female 67 The store choice depends on socioeconomic background of
Male 33 consumers, their personality, and past purchase experience [12-
14]. Sinha et al. [15] and Balaji [12] state that demographics and
How to cite this article: Herath US. Consumer Behavior and Attitudes in Purchasing Vegetables. Agri Res& Tech: Open Access J. 2019; 20(2): 556123.
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DOI: 10.19080/ARTOAJ.2019.20.556123
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individual values also can affect this choice (Table 5). Frequency of purchase
Table 5: Location of purchase.
Location of Purchase Percentage
Organized Supermarkets 31
Green Grocers 76
Small Retail Shops 44
Fair 32
Directly from Farmers 10
Most of the respondents visited more than one location to
Figure 3: Frequency of purchase.
purchase vegetables. Green grocers were visited by 76% which
was the common location. 31% selected organized supermarkets, (Figure 3) 34% respondents purchased vegetables twice a
44% used small retail shops and 32% purchased vegetables from week. Weekly purchasing was also common among them with
fair. Green grocer was selected by a majority 54% of respondents as a value of 30% followed by the percentage of respondents who
the location where more than 50% of vegetables were purchased. purchased vegetables whenever necessary.
This was followed by small retail shops with a value of 17%. The
least choice was the direct purchasing from farmers (Figure 2).
Types of vegetables purchased
The commonly purchased category of vegetables by consumers
out of two categories that are commonly available in Sri Lanka
varied as follows. These two categories of vegetables are based on
the different climatic zones in the country where vegetables are
cultivated (Table 7).
Table 7: Types of vegetables consumed.
Percentage
Up Country Vegetables 16
Low Country Vegetables 4
Decision Changes According to
80
Figure 2: Location of more than 50% of purchase. the Need
80% of consumers mentioned that the decision of the category
Factors considered in determining the location of changes according to the need. However, up country vegetables
purchase were purchased by 16% and low country vegetables by 4%
Table 6: Factors considered in selection of the location. despite the situation.
Factors Considered in Selection Table 8: Types of frequently consumed vegetables
Percentage
of the Location
Percentage
Proximity to House 36
Up Country Vegetables
Easiness of Selection 43
Carrot 86
Lower Prices 38
Beet Root 44
Good Quality Products 59
Knol Khol 18
All Under One Roof (Convenience) 29 Radish 21
The respondents selected all the factors they consider in Cabbage 31
selecting a store to purchase vegetables. Availability of good quality Low country Vegetables
products was the common determinant among the respondents. Brinjal 60
Also, the easiness of selection was considered by 43% which was
Snake Gourd 20
followed by the determinant of 38% of respondents, the lower
Luffa 29
prices at the selected store. A similar result where the store was
chosen considering the quality of products was revealed in studies Pumpkin 65
carried out in Kenya by Research Solutions Africa (RSA) Ltd [16] Okra 16
and in India by Anuradha [1] (Table 6).
The respondents selected the two frequently consumed
vegetables from each category. Carrot was consumed by 86%
How to cite this article: Herath US. Consumer Behavior and Attitudes in Purchasing Vegetables. Agri Res& Tech: Open Access J. 2019; 20(2): 556123.
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DOI: 10.19080/ARTOAJ.2019.20.556123
Agricultural Research & Technology: Open Access Journal
which was the commonly consumed up country vegetable and vegetable stores during purchasing was strongly agreed by 52%
pumpkin consumed by 65% was the common low country (Figure 5).
vegetable (Table 8).
Problems faced during purchasing of vegetables
Factors influencing how vegetables are purchased The common problem faced by a majority of 36% consumers
The price of vegetables was the common factor influencing was the poor quality of vegetables. 29% faced the problem of use
how the vegetables are purchased by consumers. This was selected of synthetic agrochemicals on vegetables and 28% were affected
by 40%. In 33%, the decision was affected by the display in the by the fluctuation in prices (Figure 6).
store. 27% purchased vegetables as they pre planned (Figure 4).
Figure 6: Problems faced during purchasing of vegetables.
Figure 4: Factors affecting how vegetables are purchased.
Attitudes and consumer behavior in purchasing organic
Considerations during purchasing vegetables
The consumers selected two factors that they consider during Only 92% of respondents were aware about the organically
purchasing of vegetables. These factors may determine the type, certified food. 69% claimed that they do not know a market place
quantity or spending during purchasing of vegetables. 67% where organically produced vegetables are sold. However, 73%
included health factors as one of the two important factors. A had consumed organically produced vegetables at least once
value for the price paid was considered by 40% (Table 9). (Table 10).
Table 9: Considerations during purchasing Table 10: Accessibility to organic vegetables.
Consideration Percentage Yes No
Health factors 67
Do you know about certified organic products 92 8
Taste 39
Do you know a place where organically produced
A Value for the Price Paid 40 31 69
vegetables are sold
Abundant in the Market 26 Have you ever consumed organically produced
73 27
Easiness in Preparation 28 vegetables
Figure 7: Attitudes towards organic vegetables.
Figure 5: Behavior in purchasing vegetables.
Behavior in purchasing vegetables 69% of consumers stated that they like to consume organically
produced vegetables while 11% did not like and 20% were neutral
69% slightly agreed with the fact that they purchase the same
about it. The willingness to pay a higher price for certified organic
range of vegetables each week. However, 58% strongly agreed
vegetables was expressed by a majority of 48%. However, 39%
that they like to purchase new types of vegetables. This fact was
mentioned that they cannot say about that decision (Figure 7).
disagreed by 3%. Likeness to browse the vegetable section or
How to cite this article: Herath US. Consumer Behavior and Attitudes in Purchasing Vegetables. Agri Res& Tech: Open Access J. 2019; 20(2): 556123.
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Consumer level wastage of vegetables gardens supported to fulfill more than 50% of the requirement of
5.4% of growers (Table 15).
The wastage of vegetables after purchasing at a majority of
households ranged from 1-5%. Only 2% had a wastage of above Conclusion
10% (Table 11). The common factor contributing to the wastage
The consumers behave differently in making decisions during
was inedible portions. This was followed by rots, decays and
purchasing of vegetables. These decisions are affected by price,
physiological disorders and mechanical damages (Table 12).
health factors, the quality of vegetables, home gardening and the
Table 11: Consumer level wastage of vegetables. situation. They prefer to purchase organically produced vegetables
Consumer Level Wastage Percentage and also a variety of vegetables. Purchased vegetables are wasted
<1% 14 by consumers mainly due to inedible parts.
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