Factors positively affecting customers’ fresh vegetable purchase decision on retail outlets in Kunming city in China

Abstract

The purpose of this paper was to reveal the independent factors positively affecting shoppers to select fresh vegetable at retailers in Kunming in China. Those independent factors were shopping habits, characteristics of modern retailers, quality, convenience, price and benefits, consumer trust, value equity, and relationship equity. The total sample of 260 shoppers was collected with survey questionnaire in wet markets, supermarkets, community convenience stores, and street vendors. The researcher found that the respondents of this survey mostly were female respondents than those male respondents. Majority of the respondents in this survey were in marriage status with age under 24 and age between 24 and 30, most of their family members were above two and with higher education, their average monthly income at 9,865-22,185 baht. Generally, they spent more than 597 baht upon fresh vegetable monthly and were frequent buyers. Most of the respondents suggested they preferred purchasing fresh vegetable from wet markets for fresher concerns. The dataset primarily utilized descriptive statistics and multiple regression analysis. The researchers found that shopping habits (β = 0.129), relationship equity (β = 0.480), value equity (β = 0.087), consumer trust (β = 0.083), as well as price and benefits (β = 0.074), accounted for 48.2% positively affecting purchase decision for vegetable shoppers in China with statistical significant at .05.