Analysis on the behavioral Pattern of Organized and Unorganized Vegetable Retail Shoppers

Abstract

In any marketing chain the consumer is the most important person. Consumer satisfaction is the ultimate objective of the marketing process. Farmers and those involved in marketing must be aware of consumer needs in order to produce and supply products that fulfill consumers' requirements. According to FAO (1999), marketing involves finding out what the consumers want and supplying it to them at a profit. Therefore the whole marketing process has to be consumer oriented. Producer must supply consumers with what they want or need. In the process of developing the vegetable sector in India, it is essential to consider the needs, preferences and behaviour of consumers. The main objective of this study is to find out the major factors influencing the purchase of vegetables in an Organised and Unorganised vegetable retail outlet. To statistically analyse the data, frequency distributions and Chi-squire test were used.The result shows that there is a significant positive relationship between the income level of the consumer and their preferred vegetable market place. Overall the freshness of the vegetables and the appearance (well cleaned and sorted vegetables) are found to be the major factors among the consumers in choosing an organised/Unorganised retail outlet.