Hedonic price analysis of tomatoes sold by hawkers in the Vhembe District of Limpopo Province, South Africa

Abstract

study aimed to determine factors that influenced the price of tomatoes sold by hawkers on the roadside market. The study also aimed at determining whether any socio-economic characteristics of hawkers who sold tomatoes had significant impact on the price paid my consumers. The study was conducted in the Thulamela local municipality under Vhembe District of Limpopo, South Africa. A stratified random sampling technique was used to select participants for this study. A sample size of 198 hawkers were drawn randomly. Structured questionnaires were administered through face-to-face interview. Descriptive statistics, correlation matrix, multiple linear hedonic regression and stepwise linear regression were used to analyse collected data. With regards socio-economic characteristics, only age was found to have significant impact on the market price received by hawkers. Smooth appearance, rough appearance, round shape, oval shape, and red and yellow colour tomatoes had a significant impact on the average market price. It is therefore recommended that attribute such appearances, colour, shapes and sizes of tomatoes should be considered when selling tomatoes at both retail and farm level. This will result in more purchase of tomatoes that will eventually contribute to increase in household income and reduction in poverty.