Factors influencing consumer behaviour in market vegetables in Yemen

Abstract

AL-GAHAIFI, T. H., SVĚTLÍK, J.: Factors infl uencing consumer behaviour in market vegetables in Yemen. Acta univ. agric. et silvic. Mendel. Brun., 2011, LIX, No. 7, pp. 17-28 The purpose of the research is to understand factors infl uencing consumer behaviour when buying vegetables in Republic of Yemen. Data collection was done by structured questionnaire administered through schools, universities, government offi ces, and markets from 13 provinces in 5 governorates. Random convenience sampling technique was used. Total sample comprised of 463 completed questionnaires which were used for analysis. The respondents were classifi ed into fi ve categories on the base of their monthly income, age, education, gender, and type of settlement. Authors present the factors that can infl uence signifi cantly this behaviour, e.g. price, quality, the location of seller, habit, personal relationship between consumer and seller, occasions, discount, sorting, word-mouth, time of purchase, the way of products display, and recommendation of friends and families. From the obtained results, it is obvious that there was high infl uence on the behaviour of Yemeni consumer when buying vegetables for factors price, occasions, discontent, and time of purchase, while factors habit, display, sorting, and the location of seller suggests medium infl uence, and the infl uence was low for word-mouth.consumer behaviour, marketing research, factors analyses, ANOVA Understanding consumer purchasing behavior allows a company to more easily provides for consumers' needs and more easily promote the company's products and services. Understanding consumer behavior leads to marketing success (Bennett, 2010). The fi eld of consumer behaviour covers a lot of ground: it is the study of the processes involved when individuals or groups select, purchase, use or dispose of products, services, ideas or experiences to satisfy needs and desires (Kotler, 2001; Solomon et al., 2006). The consumer behaviour is based on decision-making of individuals when spending their own resources (i.e. time, money and eff orts) in order to obtain items associated with consumption. This form of behaviour involves reasons why, when, where, how o en and what people buy, how o en they use the purchased items, how they evaluate them a er the purchase and in which way these factors infl uence their future purchases (Stávková et al., 2007). MATERIAL AND METHODSThe research objective was to test the following hypotheses:Hypothesis 1: Yemeni consumer behavior is infl uenced by factors like price quality, location of seller, habit, relationship between consumer and seller, occasions, discount, sorting, word of mouth, time of purchase, and recommendation of friend and family.Hypothesis 2: The infl uence of mentioned factors will be at diff erent levels (high, medium, and low).

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Fruit and Vegetable Consumers’ Behavior: Implications for Organized Retailers in Emerging Markets

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Determination of Factors Affecting the Preferences of Youth for Purchasing New Products: Application of Confirmatory Factor Analysis

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