Consumer behaviour and purchase intension for organic fruit and vegetables in Vellore District

Abstract

The study was conducted in Vellore district as indicated by the case firm. The study was designed to analyze the consumer buying behaviour of fruits and vegetables in major markets of Vellore district. The area around the proposed site of market dealing with fruits and vegetables was taken for survey. A sample of 300 consumers was taken purposively and the responses regarding their characteristics, size of the family, general pattern of consumption of perishables, buying behaviour of the respondents, satisfaction level on purchase from present sources of purchase, consumers expectation from the present sources of purchase, expectations and willingness for purchase of fruits and vegetables were collected to understand the customer profile around the proposed outlet. The results of the study revealed that the maximum percentage of the households around the proposed site belonged to higher income group with higher education who would be the target customers. It reveals that there is a statistically significant link between influencing factors and consumers’ purchase intentions of organic Fruits and Vegetables