CONSUMER ATTITUDE AND PREFERENCE REGARDING ORGANIZED FRESH FRUITS AND VEGETABLES RETAIL OUTLETS IN LUDHIANA CITY
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Abstract
The study on consumer attitude and preference regarding organized fresh fruits and
vegetables retail outlets in Ludhiana city was conducted with the objective to study various
factors like price, location, variety, quality, ambience etc. which influence consumer preferences
for organized fresh fruits and vegetables retail outlets and to study variation in
consumersāpreferences across different demographic variables. The total sample size of 150
consumers was selected taking 25 consumers each from 3 organized fresh fruits and vegetables
retail stores. It was found that most important attribute for selection of stores (both organized and
unorganized) was product quality, location and variety. In the case of factors for differentiating
organized outlets from that of unorganized outlets consumers considered availability of all
products at one place and product variety as the most important factors. The demographic profile
of the respondents showed not much variance in their preference with regard to these outlets.
Key words: Organized retailing, Consumer attitude and preference, Factors of variation.
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