CONSUMER PREFERENCE FOR FRUITS AND VEGETABLES FROM ORGANIZED RETAIL FORMATS - A STUDY IN BENGALURU CITY
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Date
2023-03-02
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University of Agricultural Sciences, Bangalore
Abstract
The present study was conducted to analyse the buying behaviour, attributes preferred, and constraints faced by consumers while purchasing fruits and vegetables from organized retail formats in Bengaluru city. A total of 120 consumers were selected from four retail outlets i.e., Reliance fresh, more, Namdhari’s fresh, and MK retail through purposive random sampling.
The primary data was collected using a pre-tested structured schedule and data was analysed using descriptive statistics and Garrett’s ranking technique. The results revealed that about 36 per cent of the consumers visited retail formats once a week to buy fruits and vegetables, mostly in the evening hours. The purchases made by consumers were found to be both planned and unplanned (70%). The monthly purchase of fruits and vegetables made by consumers was less than 10 kgs (63.33%) meanwhile consumers purchased less than two kgs of fruits and vegetables during a single visit. Bananas, apples, pomegranates, tomatoes, onions, and potatoes were the most commonly purchased fruits and vegetables. Consumers considered a number of factors while purchasing fruits and vegetables, including normal pricing, indigenous variety, medium size, bright colour, semi-ripe, medium storage duration, self-picking, readily available, and paper bag packing. The high price of fruits and vegetables was the major constraint followed by non-availability of fresh produce and the absence of a wide range of products. The Government may subsidize firms providing logistics services for transit of fruits and vegetables to modern retail formats, enabling them to offer fresh fruits and vegetables to consumers at lower prices.