The Effect of Consumer Preferences on Dates Price Case Study, AL- Hassa, KSA

(Abdul-Aziz Mohamed Alshuaibi and Momtaz Nagy Mohamed Elsebaei)

---

Abstract

The objective of this study was to investigate and analyze the effect of consumer preferences on dates demand in Al- Hassa region and consequently its prices. The study depended on primary data from random sample question's included (256) consumer. The questioner was tested for validity and accuracy before its application. The results showed that the consumption per capita decreases significantly population increase that was higher than the increase of available date production. This was also due to increase of young generation preference toward artificial sweets, diversification of their diet, and eating ready-made diets. Moreover, the result showed that the estimation of demand function on dates depended on real prices of dates. The relationship between consumer preference's variables (quality of dates, price, package size and type, trademark, nutritional value, nutritional habits, and awareness) and some other socioeconomic variables including educational level and family income. The crammer's indicator showed that these correlations between these variables were high and positive. The results showed that average income of family, educational level, family size, residence location, and gender of family leader can explain (73%) of dates consumption changes. The results also indicated that date is a necessary commodity to household with (0.28) elasticity of income demand. The work recommends that media, schools, and universities must act to improve local demand of date. It also indicated that the needs of consumer regarding size, type, packaging, quality, type, and trade market as must be met as it has an indirect positive effect on price. Key Words: Demand of Dates, Dummy Variables, Quality of Products.
PDF

References