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Changing urban consumer behaviour and the role of different retail outlets in the food industry of Fiji

Author

Listed:
  • Craig Johns

    (Associate Director, Centre for Global Food and Resources, University of Adelaide, Adelaide, South Australia, Australia)

  • Pamela Lyon

    (PhD, Adjunct Professor, Centre for Global Food and Resources, University of Adelaide, Adelaide, South Australia, Australia)

  • Randy Stringer

    (Professor, Centre for Global Food and Resources, University of Adelaide, Adelaide, South Australia, Australia)

  • Wendy Umberger

    (Professor and Executive Director, Centre for Global Food and Resources, University of Adelaide, Adelaide, South Australia, Australia)

Abstract
The food industry is undergoing transformation globally. The set of circumstances specific to Fiji provides important insights into the drivers of this change, which have implications for private, government and donor agency stakeholders. A novel study of 1,000 urban households in Fiji found that among those surveyed, modern supermarkets have overtaken traditional markets as the dominant food retail outlet and now have 100 per cent patronage and take in 54 per cent of total household food expenditures. However, the battle for the fresh fruit and vegetable category appears to be in its infancy, with 97 per cent of households still shopping for products in this category at the traditional main market. Although foreign investment is a key driver of the retail food sector transformation in more rapidly growing developing countries, in Fiji, where foreign investment is relatively low, this transformation appears to be predominantly supported by rising urban income and changing consumer preferences. Consequently, policy attention should be directed towards market channels that can take advantage of changing consumer preferences, while still supporting local farmers.

Suggested Citation

  • Craig Johns & Pamela Lyon & Randy Stringer & Wendy Umberger, 2017. "Changing urban consumer behaviour and the role of different retail outlets in the food industry of Fiji," Asia-Pacific Development Journal, United Nations Economic and Social Commission for Asia and the Pacific (ESCAP), vol. 24(1), pages 117-145, June.
    • Handle: RePEc:unt:jnapdj:v:24:y:2017:i:1:p:117-145
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    References listed on IDEAS

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    More about this item

    Keywords

    Consumer behaviour; food value chains; supermarket; small island developing States (SIDS); Fiji;
    All these keywords.

    JEL classification:

    • E21 - Macroeconomics and Monetary Economics - - Consumption, Saving, Production, Employment, and Investment - - - Consumption; Saving; Wealth
    • O19 - Economic Development, Innovation, Technological Change, and Growth - - Economic Development - - - International Linkages to Development; Role of International Organizations
    • R22 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - Household Analysis - - - Other Demand

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