Consumers in Trinidad and Tobago: Value Seekers or Quality Seekers? The Case of Fresh Tomato

摘要: As income levels and knowledge of food safety increases, consumers are more deliberate in their purchasing decisions. This study examined the factors that influenced consumers' decisions relating to quality tomatoes. A convenient sample 373 was interviewed with a structured questionnaire. Results indicated price highest ranked attribute. Factor analysis permitted decision rule used separate into value seekers seekers. Income, education gender were significant predictors probability person is seeker. Agricultural stakeholders must pay increased importance on attributes satisfy changing demands.