Consumer Preferences and Purchasing Pattern towards Fruits and Vegetables Purchased Through E-Commerce Sector

Abstract

Abstract: The present study “Consumer perception towards fruits and vegetables purchased through e-commerce sector” was aimed to identify the consumer preferences, purchasing pattern, faced by consumers during the purchase of fruits and vegetables through online. E-Commerce business of selling fruits and vegetables through internet has been recently introduced in some metropolitan cities. Online retail outlets of fruits and vegetables like ninjakart, bigbasket, Freshmigo, jiomart etc.., which have been expanding. A representative sample of 80 consumers from Bengaluru and Tirupati cities were selected purposively for the present study. The data collected was analysed using both quantitative and qualitative research techniques. Mainly the data collected was tabulated and analysed using appropriate statistical tools such as percentage analysis, likert scale analysis. Online shopping stores need to provide more variety and quality of products in order to attract more customers. New methods should be adopted by the companies to fulfil the requirements of the customers. It is required to provide a wide variety of products to satisfy the needs and wants of customers because consumers were not convinced with the range of product available with online stores. The staff in the fruits and vegetables division should be given appropriate training on handling perishables and presenting them without damp to customers all the time.