Choice of Retail Outlet for Fresh Fruits: The Case of Women in Trinidad and Tobago

Abstract: Retailing in Trinidad and Tobago is in the midst of a major transformation as foreign retailers such as Price Smart attempt to penetrate the market. At the same time roadside retailers are emerging on a daily basis in the prepared food sector, fresh produce sector and dry goods sector. Traditionally fresh produce was predominantly sold in the public markets (wet markets) and roadside stalls in Trinidad and Tobago. Today the range of fresh produce offered by the supermarkets makes one wonder why some shoppers still frequent the public markets. Trinidad and Tobago is classified as a high income country and with relatively high levels of disposable income, health conscious and time pressured consumers; shoppers are faced with choices of the retail outlet from which they will predominantly purchase their fresh fruits. A review of the food marketing literature reveals that there is a paucity of research on the changing food market in the Caribbean. This study, which is just one part of the investigation into food marketing in the Caribbean, focuses on the socioeconomic variables that influence female consumers' retail outlet choice for fresh fruits in Trinidad. The results obtained indicated that the only demographic variable that was statistically significant was income. It is therefore concluded that age, educational level attained, marital status, household size and employment status does not influence where Trinidadian women purchase fresh fruits.