Consumer Purchasing Behaviour for Fruits and Vegetables among Civil Servants in Essien Udim Local Government Area, Akwa Ibom State, Nigeria

Despite the increased awareness of the importance of fruits and vegetables to healthy living, low fruit and vegetable intake has been a widespread characteristic among Nigerians. The purpose of this study was to analyze the determinants of consumer purchasing behaviour for fruits and vegetables in Essien Udim Local Government Area in Akwa Ibom State, Nigeria. Its objectives were to determine the socio-economic characteristics of the respondents, assess the various factors responsible for consumption and preference, quantify the impact of determinants influencing the frequency of fruits and vegetables purchase, as well as make suggestions and recommendations based on the findings. To achieve the purpose of this study, a multi stage sampling was used. Purposive sampling technique was used to draw sixty-five respondents from an already stratified sample according to the grade level of civil servants. Primary data were collected using semi-structured questionnaire. The data collected were analyzed using simple statistical techniques such as frequency and percentages. Polychotomous ordered probit regression model was also employed. Results from the ordered probit regression indicated that frequency of monthly purchase of fruits and vegetables was significantly determined by the monthly income while other variables such as age, sex, marital status and educational level had no significant effect on the frequency of monthly purchase. Hence, government should lay more emphasis on increasing the per capita income of low income earners and also focus more on increasing local production of these food items in order to ensure their availablity at affordable prices. Keywords: Determinants, Consumer Behaviour, Fruits and Vegetables, Consumer Preferenc