Consumer Behaviour in Fruit and Vegetable Category
Buying behavior in fruit and vegetable category
Seminar paper
12/16/2010
SUBMITTED TO: PROF. BRAJESH BOLIYA
SUBMITTED BY: MOHIT JAIN
ROLL NO: 18 (PGDM –RM)
K.J. SOMAIYA INSTITUTE OF MANAGEMENT STUDIES AND RESEARCH
ABSTRACT
Better knowledge of the consumer is the presumption for preparing the efficacious selling concept. Our research is limited on the preferences, requests, habits and attitudes of the consumers which are buying fruit and vegetable from organized retailers.
The main goal of this research is identification and description of the factors which attract customers to buy fruits and vegetables from organized retailers. The result of this research will be used as basis for the focus part where should retailer improve?
We used primary survey method with structured questionnaire in this research.
The survey is made in December 2010 on the random sample of 100 buyers on the ghatkoper area, Mumbai.
Analyse of questionnaire’s indicators shows that 72% of consumers are females. Almost 66% of the consumers visit another seller also, while 70% of the consumers visit the food bazaar twice and thrice in a week.
In this research we found that biggest competitor for organized retailers is local vegetable market and the customers of food bazaar are middle class customers.
Customers visit fruit and vegetable category of food bazaar because of quality of f & v, one stop shopping and it is near to their home. They don’t find low prices and variety in f & v.
TABLE OF CONTENTS S.NO | TOPIC | PAGE NO. | 1 | INTRODUCTION | 4 | 2 | THEORITECAL BACKGROUND | 4 | 3 | LITERATURE REVIEW | 6 | 4 | HYPOTHESIS | 7 | 5 | RESEARCH METHDOLOGY | 7 | 6 | RESEARCH ANALYSIS AND FINDINGS | 8 | 7 | CONCLUSION | 18 | 8 | SUGGETIONS | 19 | 9 | QUESTIONNAIRE | 21 |
INTRODUCTION
Consumer behaviour is most important for any business because revenue of business comes from consumers. Consumer is a person who has a vital role in a market. He is supposed
Seminar paper
12/16/2010
SUBMITTED TO: PROF. BRAJESH BOLIYA
SUBMITTED BY: MOHIT JAIN
ROLL NO: 18 (PGDM –RM)
K.J. SOMAIYA INSTITUTE OF MANAGEMENT STUDIES AND RESEARCH
ABSTRACT
Better knowledge of the consumer is the presumption for preparing the efficacious selling concept. Our research is limited on the preferences, requests, habits and attitudes of the consumers which are buying fruit and vegetable from organized retailers.
The main goal of this research is identification and description of the factors which attract customers to buy fruits and vegetables from organized retailers. The result of this research will be used as basis for the focus part where should retailer improve?
We used primary survey method with structured questionnaire in this research.
The survey is made in December 2010 on the random sample of 100 buyers on the ghatkoper area, Mumbai.
Analyse of questionnaire’s indicators shows that 72% of consumers are females. Almost 66% of the consumers visit another seller also, while 70% of the consumers visit the food bazaar twice and thrice in a week.
In this research we found that biggest competitor for organized retailers is local vegetable market and the customers of food bazaar are middle class customers.
Customers visit fruit and vegetable category of food bazaar because of quality of f & v, one stop shopping and it is near to their home. They don’t find low prices and variety in f & v.
TABLE OF CONTENTS S.NO | TOPIC | PAGE NO. | 1 | INTRODUCTION | 4 | 2 | THEORITECAL BACKGROUND | 4 | 3 | LITERATURE REVIEW | 6 | 4 | HYPOTHESIS | 7 | 5 | RESEARCH METHDOLOGY | 7 | 6 | RESEARCH ANALYSIS AND FINDINGS | 8 | 7 | CONCLUSION | 18 | 8 | SUGGETIONS | 19 | 9 | QUESTIONNAIRE | 21 |
INTRODUCTION
Consumer behaviour is most important for any business because revenue of business comes from consumers. Consumer is a person who has a vital role in a market. He is supposed