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

Abstract: 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' purchasing decisions relating to the quality of tomatoes. A convenient sample of 373 consumers was interviewed with a structured questionnaire. Results indicated that price was the highest ranked attribute. Factor analysis permitted a decision rule used to separate consumers into value seekers and quality seekers. Income, education and gender were significant predictors of the probability that a person is a quality seeker. Agricultural stakeholders must pay increased importance on quality attributes to satisfy changing demands.