Factors Affecting Consumers' Preference for Agricultural Products in Supermarkets

Abstract

This study examines the factors that influence consumers' preference for agricultural products in supermarkets using data from a random sample of households in counties within Kampala city Uganda. Results from descriptive statistics and econometric specifications reveal that households mostly buy processed products from supermarkets and unprocessed from traditional suggesting that both formal and informal marketing channels are essential in the overall marketing of Uganda 's agricultural produce. The study results further indicates that distance to the nearest supermarket and incomes of the household are among the key determinants of consumers demand for agricultural commodities in supermarkets.