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To keep up with the recent trends in consumer demand for food products, an understanding of the associated customer characteristics is needed. This study identifies significant characteristics and factors of households who are likely to purchase basic household food when prices are high. The analysis was performed using logit model. The results of the study imply that the following households are more likely to purchase foods when prices are high: those with large sizes of land for farming and for home garden, those who frequently purchase the basic food stuffs, those who receive some advice on prices of food, and those with large household sizes. Educated females with information sources on food prices, and those household who stay far away from the nearest food shops do not appear to be likely to purchase food when prices are high.


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