Analysis of tomato (<i>Lycopersicum esculentum</i>) consumption pattern in Kano state, Nigeria: A consumer preference ranking model approach

Tomato is a versatile vegetable which plays a crucial role in global food security and industrial applications. This study analysed the consumption patterns of tomato in Kano State, Nigeria, through a consumer preference ranking model approach. Systematic sampling was employed to select 67 consumers from Yankaba market in Kano metropolis, which is the largest market within the State. Primary data were collected through structured questionnaire and analysed using descriptive statistics and a preference ranking index. The results revealed that majority of tomato consumers were females (64.18%), married (70.15 %), had formal education (76. 12%), with mean age of 33 years, which implies young and energetic consumers in the study area. All (100.0%) the sampled tomato consumers consume at the household level in the study area. The result shows that tomato was consumed daily, at affordable rates and attributes like availability, appearance, and colour influencing the purchase of tomato. The consumer preference index results revealed that majority (76.83%) of the consumers ranked the availability of tomato first in their preference ranking; appearance (76.47%), price (75.73%), and colour (75.73%) as second and third, respectively. The major constraints faced by consumers in the study area were price fluctuation (95.52%), poor quality (61.19%), and poor market information (53.73%). The study concludes that tomatoes can improve the nutritional status of consumers provided the attributes are met during purchase. The study recommends that consumers should be enlightened through extension personnel on nutritional benefits and ways to minimize food waste to improve consumption.