September 2022

The impact of culture on consumer decision-making for smallholder farmers in Murewa District in Zimbabwe

The focus of this study was to understand the impact of culture on consumer decision-making for smallholder farmers in the Murewa district in Zimbabwe. The study relied on a mixed methodology while data were collected using a survey and key informant interviews. This study found that the culture of smallholder farmers has a predictive impact on their consumer decision-making styles. In addition, culture was revealed to...

Author(s): Isheanesu Nyamukapa and Jeffrey Kurebwa