Consumer Preferences for Rural Periodic Markets and Their Influence on Commodity Access: Insights from Selected Market Centers in Magu District, Tanzania.

Abstract

Rural periodic markets play a vital role in shaping the social fabric, economy, and daily lives of rural communities, and they also act as fundamental building blocks within the complex marketplace exchange system in rural areas. However, despite their importance and the opportunities they present, consumers continue to face several critical challenges in utilizing these markets effectively. This study was conducted at Sola, Mahaha, Kabila, and Magu periodic markets in Magu District to assess consumers’ preferences for rural periodic markets, understand the factors influencing their buying behavior, and explore their perceived effects on access to commodities. A simple random sampling technique was used to select 236 consumers. Multiple responses, binary logistic regression, and the likert scale were used for analysis. The findings revealed that manufactured goods were more preferred by consumers in rural periodic markets compared to agricultural and livestock products. This preference was largely influenced by factors such as product availability, affordability, and the convenience of the market’s location. Most consumers acknowledged that rural periodic markets played a positive role in improving their access to essential commodities. Nevertheless, despite these benefits, the study identified several challenges faced by consumers, particularly price fluctuations, inadequate market facilities, and an unfavorable market environment, which collectively affected their overall purchasing experience. Thus, enhancing rural periodic markets in Magu District requires a multi-sectoral approach that integrates infrastructure development, market organization, access to financial and information services, and inclusive policy support. By addressing these areas holistically, periodic markets can become vibrant economic hubs that contribute significantly to rural livelihoods, food security, and sustainable local development.