Acta Univ. Agric. Silvic. Mendelianae Brun. 2011, 59(7), 17-28 | DOI: 10.11118/actaun201159070017

Factors influencing consumer behaviour in market vegetables in Yemen

Tarish H. Al-Gahaifi, Jaroslav Světlík

Ústav marketingu a obchodu, Mendelova univerzita v Brně, Zemědělská 1, 613 00 Brno, Česká republika

The purpose of the research is to understand factors influencing consumer behaviour when buying vegetables in Republic of Yemen. Data collection was done by structured questionnaire administered through schools, universities, government offices, 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 classified into five categories on the base of their monthly income, age, education, gender, and type of settlement. Authors present the factors that can influence significantly 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 influence 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 influence, and the influence was low for word-mouth.

Keywords: consumer behaviour, marketing research, factors analyses, ANOVA

Received: March 1, 2011; Published: January 26, 2014  Show citation