Customer Disconfirmation and Produce Wastage on Tomato Value Chain in Nigeria

The study investigates customer disconfirmation on product wastage in the line of tomato value chain. the management of harvested produce which is vital to the growth of a sustainable tomato value chain in Nigeria. Value Chain management is a tool that drives industrial development and enhances national food security. It is the focal point of this work to assess the effective management of tomato produce waste in Nigeria. This research is designed to investigate whether provision of efficient transportation facilities, good storage facilities and promulgation of enabling legislation and policies that will impact positively on the value chain in Nigeria. Disconfirmation theory was adopted in evaluating the gap between customer perception and expectation within the framework of tomato value chain. The study was conducted using primary data and the use of questionnaire in gathering information. Data was analyzed and the outcome of the regression analysis and ANNOVA showed the calculated p value of 0.000 is lower than the 0.05 alpha levels of importance. The study reveals that there is a relationship between efficient management of produce and the derivable benefits of tomato produce. Sequel to the results obtained, the recommendations as well as conclusion derived from the discovery of the study hold implication for industry operators on key areas of sustainable value chain management styles.