Consumer behaviour and perceptions towards agro-processed fruit and vegetables in Ngaka Modiri Molema District

Abstract

The behavior of consumers with regard to agro-processed fruit and vegetables differs. This study aimed to explore the behavior of consumers and the perceptions of consumers towards agro-processed fruit and vegetables in the Ngaka Modiri Molema district of North West province. A total of 384 consumers were interviewed using a structured questionnaire. Univariate descriptive statistics was used to determine the socio-economic characteristics of consumers, indicating that the most purchased agro-processed fruit and vegetable product was juice (92%) and the least purchased agro-processed fruit and vegetable was pickle (17%). A Likert scale was used to describe the attitude of consumers towards agro-processed fruit as well as vegetables and consumers indicated positive attitudes regarding familiarity, discounts and quality assessment of agro-processed fruit and vegetables. Results of a binary logistic regression model showed that geographic region (p = 0.084), monthly household income (p =0.014), preference for the canned product (p = 0.013), preference for grape (p = 0,002) and source of information (p = 0.078) had a positive and significant correlation with the consumers`willingness to purchase agro-processed fruit and vegetables.