Ethno-Cultural Vegetable Retail Analysis: Pricing, Structure and Market Information.

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Ethno-Cultural Vegetable Retail Analysis: Pricing, Structure and Market Information.

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Title: Ethno-Cultural Vegetable Retail Analysis: Pricing, Structure and Market Information.
Author: Kajumba, Christine
Department: School of Environmental Design and Rural Development
Program: Capacity Development and Extension
Advisor: Filson, Glen
Abstract: This thesis investigated the retail market for ethno-cultural vegetable in the GTA and Guelph focusing on Chinese, South Asian and Afro- Caribbean. Price structure and marketing strategies were studied using survey data. Both qualitative and quantitative data was collected on a bi-weekly basis over three seasons in ethnic and mainstream stores. Analysis using SPSS revealed vegetable prices were not always lower in mainstream stores. The study showed that ethno-cultural vegetable pricing was controlled by the cheaper mainstream stores with some ethnic stores having to adjust their prices to meet those of the lower mainstream stores. The quality of ethno-cultural vegetables was also found to be poor across stores with poorest qualities in ethnic stores, a fact attributed to poor facilities. Finally ethnic stores were better stocked with ethno-cultural vegetables. Ethnic stores are important in the supply of ethno-cultural vegetables but are not well organised to face the retail competition hence the need to improve.
URI: http://hdl.handle.net/10214/3516
Date: 2012-04-25


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