Consumer Preference of Retail Formats For Fruits and Vegetables in Bangalore
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Date
15-07-09
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Publisher
University of Agricultural Sciences GKVK, Bangalore
Abstract
In India retailing has gained the importance in the recent past because of
entry of domestic corporate companies in to the retailing. The Indian retail industry
is valued at $ 300 billion and is expected to $ 637 billion by the end of 2015. India
now ranks second next to China accounting about 15 percent of the World’s
production of fruits and vegetables. In this study, primary data was used for
assessing consumption pattern of fruits and vegetables, consumer preference of
retail formats and factors influencing the selection of different retail format for
purchasing of fruits and vegetables. Data regarding the consumer perception
towards retail outlets for purchasing of fruits and vegetables was collected by 120
consumers using a pre tested structured questionnaire during the period February
and March 2009. The analytical tools employed include tabular analysis and
Relevancy rating was also used to rank the factors and retail formats. The
important findings of the study are given below.
Expenditure on fruits is highly income elastic but for vegetable it is being
income elastic only up to certain income level and then it becomes stagnated.
Apple, banana, tomato, onion, leafy vegetables, carrot potato beans and chilli are
the commonly purchased fruits and vegetables. Seasonality of availability of fruits
affects buying decision and don’t affect for vegetable purchase. In most of the
families (46.67%) decision for purchasing of fruits and vegetables was done by
female. Most of the respondents (62%) were purchasing fruits and vegetables in the
evening hours followed by morning hours. Majority of the respondents preferred to
buy in fixed vegetable shop and ranked first, open market was ranked second,
super bazaar was ranked third, push cart and head load seller, cooperative shop,
grocery shop and foot path sales were ranked subsequently. Greater part of the
respondents considers quality as the major factor for purchasing fruits and
vegetables hence ranked first followed by price of fruits and vegetables and majority
of consumers are still price sensitive for fruits and vegetable purchase, hygiene and
cleanliness, fresh products, location and product range were ranked subsequently.