The objective of this study is to determine the shopping drivers that influence consumers to choose the night market or wet market for fresh fruit and vegetable (FFV) purchases. The study also investigates whether any differences in behavior among generational cohorts exist while purchasing fresh fruits and vegetables between two retail formats. The cluster sampling technique was applied to the entire population of Klang Valley area in Malaysia, and 700 respondents were randomly selected for this research. Perceived freshness, perceived quality and perceived safety of the fresh fruits and vegetables are the most important shopping drivers in a consumer's decision to purchase FFV in night market and wet market retail formats. The findings show that members of different generational cohorts have different perceptions about freshness, quality and safety of fresh fruits and vegetables purchased in night market and wet market retail formats.

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The study was carried out in two States of NorthWestern Nigeria, Kebbi and Sokoto States covering the largest markets in the state capitals of the two states. The market's selection was purposive, based on high patronage of locally processed and imported rice in the markets. The confirmatory factor analysis (CFA) model was designed to test the multidimensionality of the theoretical constructs. Specifically, we test the hypothesis that rice quality is multidimensional which composed of three factors; Experience attributes (EXP), Search attributes (SEAR) and Credence attributes (CRE). From the result of the study, an examination of regression weight reveals that almost all estimates to be both reasonable and statistically significant; and all standard errors appear also to be in good order. The results of the study revealed new quality scales have three dimensions and some of the items have very little loading on the factor thy supposed to measure but all the items are intended to measure determinants or factors of consumers' preference.

Onion (Allium cepa L.) is one of the major cash crops grown mostly in northern Nigeria, nevertheless with perpetual scarcity at off season due to its perishability as actors lacked adequate storability thus, sells at low price to avoid spoilage at hand.  The study seeks to evaluate onion value chain actors (producers and retailers) in Kebbi State, Nigeria. Purposive, simple random and convenience sampling procedures were used in selecting 210 onion producers and 40 retailers using structured questionnaire. The data collected was analyzed using SPSS software and marketing margin model. The result of the study revealed that the mean output of onion per hectare was 71.58 bags with an average price of ₦15597.05. The total gross marketing margin of 14.38% out of 19.12% constitutes the total marketing costs with net marketing margin of 4.77%. Producers’ and retailers’ marketing profit share was ₦9331.61 and ₦2324.33 per bag respectively. Production and marketing constraints identified were; high cost of inputs, pest and disease attack, poor storage facilities and poor pricing. In conclusion, redress of constraints may enhance marketing margin of the actors. The study recommends for government/nongovernmental sustainable financial, technical and educational interventions for the value chain improvement in the study area.

Using Stimulus-Organism-Response (S-O-R) framework, this study examines StimulusResponse relationships of fresh vegetable consumers' behavior in Klang Valley, Malaysia. In particular, the study focused on how loyalty drivers affect retail formats choice by the fresh vegetable (FV) consumers. The Stimuli that pertain to loyalty drivers include promotional activities, perceived price and social interaction and the Response is the retail format choice. Three hypotheses were developed and tested with the data collected from a survey using simple random sampling technique. Structural Equation Model (SEM) was used in analyzing the data. Results of the study revealed that Stimuli (loyalty drivers) influence Response (retail format choice) for the different FV markets in Malaysia. Based on the finding of the research, Malaysian retailers have different marketing strategies to be considered with regards to loyalty drivers.