Factors Influencing Consumer Choice of Pawpaw Varieties Within Kano Metropolis;a Survey Analysis

ABSTRACT This study investigates the factors influencing consumer choice of pawpaw (Carica papaya) varieties within Kano Metropolis, Nigeria, with a particular focus on socioeconomic characteristics, quality attributes, and seasonal availability. Pawpaw is a nutritionally valuable tropical fruit increasingly appreciated for its health benefits and culinary versatility. Given the growing consumer awareness of healthy diets, understanding the dynamics behind consumer preferences is essential for enhancing market strategies and aligning production with demand. A descriptive survey design was employed to collect data from 133 consumers, 16 wholesalers, and 16 retailers across eight major markets in Kano Metropolis. The study used structured questionnaires to gather insights into demographic patterns, consumer behavior, quality expectations, and purchasing habits. Findings revealed that pawpaw consumption spans various demographic groups, with a notable concentration among young adults (21–30 years) and students, highlighting the fruit’s popularity among health-conscious and economically active individuals. Males slightly outnumbered females among consumers, and a significant proportion of households purchased pawpaw for both adults and children, underscoring its role as a family staple. Key quality attributes such as sweetness, ripeness, and price emerged as primary determinants of consumer preference. Most consumers expressed a strong preference for whole fruits over processed forms and demonstrated a willingness to pay premium prices for pawpaw that meets their desired standards, particularly in terms of cleanliness and visual appeal. Health awareness among consumers was notably high, with many recognizing pawpaw’s nutritional and digestive benefits and showing interest in how farming practices impact fruit quality and safety. Market structure analysis showed that wholesalers mostly source directly from farmers, while retailers exhibit more varied sourcing strategies. Pricing decisions differed, with wholesalers focusing on quality and retailers prioritizing fruit size. The study also noted that seasonal availability influences purchasing behavior, though further exploration is needed to understand the full extent of this impact. Based on these findings, it is recommended that producers adopt cultivation practices that enhance the sweetness and ripeness of pawpaw to meet consumer quality expectations and justify premium pricing. Retailers and wholesalers should maintain high standards of cleanliness and visual appeal to align with health-conscious consumer preferences and maximize price premiums. Furthermore, stakeholders should develop coordinated strategies to manage seasonal supply fluctuations, thereby stabilizing prices and ensuring consistent availability. These recommendations, grounded in the significant influence of quality attributes and seasonal factors on consumer preferences and pricing decisions, offer practical guidance for improving the pawpaw market in Kano Metropolis.