Abstract:
This study examines the factors that influence consumers' preference for agricultural products in
supermarkets using data from a random sample of households in counties within Kampala city
Uganda. Results from descriptive statistics and econometric specifications reveal that households
mostly buy processed products from supermarkets and unprocessed from traditional suggesting that
both formal and informal marketing channels are essential in the overall marketing of Uganda 's
agricultural produce. The study results further indicates that distance to the nearest supermarket and
incomes of the household are among the key determinants of consumers demand for agricultural
commodities in supermarkets.
