Consumer Behaviour in Fruit and Vegetable Category

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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 to run the market by buying the products present in the market. He is supposed to give value to the products existing in the market. He can behave in his own way. It is up to him that how he is treating things with in a market. He knows better that which thing is good for him and which one is not. His behaviour decides that which product is in and which one is out.  Consumer behaviour is such a thing which depicts consumer's attitude towards a product. It shows consumer's likeness or dis likeness towards the product.  Consumer behaviour plays a very important role in the success or failure of a product. If a consumer is satisfied from the product then his behaviour would be positive towards the product and if he is not satisfied from the product then his behaviour would be negative towards the product. A company's success largely depends upon the consumer's positive behaviour. Today's consumer is very well aware about the products available in the market. He knows what a good product is and what a bad product is. He is well educated and decides to purchase goods on merit. He will never go for such products which do not meet the quality standards. He will buy only those things which will truly satisfy his needs and expectations. Today's global companies truly believe on this idea that a consumer must be fully satisfied. For this purpose they have the special departments like Research and Development. These global companies keep on doing research on the products and their customers. From research and surveys companies get the true picture of its standing in the market. According to the consumers' feed back they further develop and improve their products. For consumer it is an advantage that the company gives respect to his views and attitude and bring changes in the products accordingly. The fruit and vegetable category is destination category for organized retailers. Customers visit their store twice and trice in a week because of this category. It influences other...
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