Evaluation of the Purchasing Behavior of Vegetable Consumers from the Retailers’ Perspective and Its Relationship to Various Variables in Sulaimanyah Governorate, Iraq

Abstract

Tomato is the most affordable purchased vegetable in the traditional market. Increasing consumption of tomatoes, driven by consumer needs and desires, influences changes in consumer tastes and preferences. The research aims to determine how vegetable consumers evaluate their purchasing behavior of vegetable consumers from the perspective of retailers in Sulaimanyah governorate and identify the relation between the level of assessing the purchasing behavior and purchasing ability and consumer desire. The research samples consist of 114 retailers randomly selected in the Sulaimanyah governorate. Through interviews, respondents were asked to reveal their motives for purchasing vegetables in traditional markets. The result revealed a significant correlation between the independent variables (Social Status, Educational level, and Exposure to information sources) and the level of evaluation. There was no significant correlation between age, household size, and income level. 72.92% of the respondents had a natural level of evaluation. The result represented a significant relationship between purchasing ability and consumer desire.