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The impact of consumer behavior on the vegetables marketing in Yemen Republic
Al-Gahaifi, Tarish H.N.
The aim of this thesis to analysis factors influencing consumer behavior and his/her purchase decision making when buying vegetables, and its impact on marketing of vegetable in Republic of Yemen. The study depend on number of hypothesis, the most important of them was that there are many cultural, social, and economical factors influencing Yemeni consumer behavior which in turn effect on agricultural marketing in the country. Based on the obtained results it is obvious that in the chosen statistical data about the development in production and consumption of vegetables in the Republic of Yemen, increasing in the cultivated area of vegetables within study period (19952009) led to rise in its production and thus in available to consumption. On the other side there was a deficit in all marketing functions of agricultural products. From the given analysis for factors influencing Yemeni consumer behavior it can be concluded that factors price, occasions, discontent, and time of purchase showed a high degree of influence on the behavior of Yemeni consumer when buying vegetables, while factors habit, display, sorting, and the location of seller suggests medium influence, and the influence was low for wordmouth, for factors quality, personal relationship between consumer and buyer, and recommendation of family and friends the influence was high and medium. On the other hand the small sell units are dominating to buy in Yemen.
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