STUDY ON CONSUMERS’ BEHAVIOUR WITH RESPECT TO FRUITS, VEGETABLES AND DAIRY PRODUCTS OF RELIANCE FRESH
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Date
2013
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Publisher
Birsa Agricultural University, Kanke, Ranchi, Jharkhand
Abstract
Consumer behaviour reflects the totality of consumer‟s decisions with respect to the
acquisition, consumption, and disposition of goods, services, activities, and ideas by human
decision making units. Consumer behaviour is affected by a lot of variables, changing from
personal motivation, needs, attitudes, and values, personality characteristics, socio-economic,
and cultural background, age, sex, professional status to social influence of various kinds
exerted by family, friends, colleagues and society as a whole. Keeping these facts in view the
study entitled “consumer‟s behaviour of reliance fresh in respect to fruits and vegetables, and
dairy products.” is undertaken along with the following objectives:-To study the socioeconomic
profile of the consumers of Reliance Fresh, and to analyse the major factors
influencing the consumer‟s buying behaviour.
Reliance fresh was selected purposively for the study because of its dominance in the
availability of fresh fruits, vegetables and dairy products. The data were collected through
interview schedule by personal contact with the consumers coming in the store. Through data
analysis it was revealed that consumers consider brand to be the most important followed by
„one stop shop‟, quality and price. However, consumer‟s attitude and loyality towards Reliance
fresh were not uniform. The demographic variables such as age, sex, marital status, as well as
income, brand, specific beliefs, customer care services, conducive environment, range of
products etc. also affect consumer‟s behaviour. Majority of the respondents shopped all the
items irrespective of its dominance in fruits and vegetables because of its good quality and low
price. Reliance Fresh is providing a guaranteed market for the farmers‟ produce, reducing
transaction cost and training the farmers in better and sustainable farming practices.
Reliance fresh should come up with more attractive promotional schemes along with
customer care services to promote its business.
Description
STUDY ON CONSUMERS’ BEHAVIOUR WITH RESPECT TO FRUITS, VEGETABLES AND DAIRY PRODUCTS OF RELIANCE FRESH
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