ANALYSIS OF CONSUMER PREFERENCE FOR BUYING FRUITS AND VEGETABLES FROM RAITHARA SANTHE AT YELAHANKA, BENGALURU
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Date
2019-07-30
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UNIVERSITY OF AGRICULTURAL SCIENCES GKVK, BANGALORE
Abstract
The present study was conducted during 2018-19 to know the consumer
preference for buying fruits and vegetables at Yelahanka Raithara santhe. Ninety
consumers who visited Raithara santhe were selected randomly based on their availability
during the investigation. Data was collected from the consumers using a pre-tested
interview schedule. The major reasons for the respondents to buy fruits and vegetables at
Raithara santhe are: (1) availability of fresh, good quality and specific variety of fruits
and vegetables, (2) Raithara santhe is convenient /less distance from home, (3) fruits and
vegetables are available at reasonable price, (4) absence of middlemen, and (5) courteous
behaviour of the sellers. As high as 40.00 per cent of the respondents were having more
favourable attitude towards Raithara santhe, whereas 36.66 and 23.34 per cent of the
consumers were having favourable and less favourable attitude towards Raithara santhe,
respectively. Age, gender, education, marital status, family size, occupation, food habits,
annual income, rural – urban background and mass media participation had no significant
association with the attitude of consumers towards Raithara santhe. All the ten personal
and socio-economic characteristics (age, gender, education, marital status, family size,
occupation, food habits, annual income, rural – urban background and mass media
participation) selected for the study, have contributed to the tune of 29 per cent in
developing favourable attitude towards Raithara santhe.
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