Journal of Economics, Management and Trade

The aim of this study was to analyse factors affecting consumers’ preferences. The study was conducted in Windhoek; multiple stage sampling was employed to collect data. That is first stage was cluster sampling methods (to characterise the population to lower, middle and higher income); then followed to random sampling. In total 353 individual face to face interviews was conducted. Data was analysed using Logistic regression, key finding of the study finding age of the household and employment status being negatively linked and bigger weight implying that increase in these two parameters will lead to small consumption. On the other hand the positive sign for family size stay in the house was found as hypothesised. Shows the responsibility and creativity increases with different option of preference. This makes it necessary for the family to diversify the source of diet, further look for healthy food. The gender of the farmer was found to be positive and significant, whereas age was found to be negative and significant. This implies that female consumers trying to avoid any risk health related. The study recommended that demographic shifts create the need for marketers to keep pace with change and identify with and predict future demand.