STUDY ON CONSUMER BUYING BEHAVIOUR OF EXOTIC VEGETABLES WITH REFERENCE TO COIMBATORE CITY

P. VELUMANI¹*, R. BALAJI^2
1Department of Agricultural and Rural Management, Tamil Nadu Agricultural University, Coimbatore, 641003, Tamil Nadu, India
²Directorate of Agri Business Development, Tamil Nadu Agricultural University, Coimbatore, Tamil Nadu, India
* Corresponding Author : pvelumaniidp97@gmail.com

Received : 02-04-2021     Accepted : 27-04-2021     Published : 30-04-2021
Volume : 13     Issue : 4       Pages : 10704 - 10710
Int J Agr Sci 13.4 (2021):10704-10710

Keywords : Consumer Purchase Behaviour, Consumer Preference, Consumer Purchase Pattern Exotic Vegetables, ANOVA
Academic Editor : Dr Balwinder Kumar, Dr Vipul N Kapadia
Conflict of Interest : None declared
Acknowledgements/Funding : Authors are thankful to Directorate of Agri Business Development, Tamil Nadu Agricultural University, Coimbatore, Tamil Nadu, India
Author Contribution : All authors equally contributed

Scope of the study: The goal of this paper is to better understand the consumer buying behaviour of exotic vegetables in Coimbatore. Design/Methodology/approach: Coimbatore city was selected as the study area as it was highly diversified and cosmopolitan. The convenience sampling method was employed for the selection of the sample respondents with the aid of well-constructed and pre-screened interview schedules by personal interview. The sample constitutes both female and male consumers who purchase exotic vegetables in regular markets and organized retail stores. For the present study, 25 sample respondents are selected from each category, i.e., Regular market, Reliance Fresh, SPAR, Nilgiris, and Pazhamuthir Nilayam. Hence a total of 125 sample respondents are selected from the study area to receive a wholesome response covering the entire city. Percentage analysis is used to analysis the collected data. Findings: Findings of the study indicate that the exotic vegetable purchase was majorly done by female consumers and the age group of 21-30 years were highly interested in purchasing exotic vegetables. A higher level of education and higher income groups prefer exotic vegetables in their food habit. Majority of the respondents are preferred broccoli (63.00 per cent), coloured capsicum (55.00 per cent), and lettuce (40.00 per cent) in their food habit. Among 80.80 per cent of respondents mostly prefer the offline purchase and the majority of the respondents (33.70 per cent) purchased exotic vegetables from the supermarket, and 73.60 per cent of respondents are Regular buyers. The majority of the respondents (32.80 per cent) consumed exotic vegetables for more than one year and consume exotic vegetables in twice a week interval (34.40 per cent).42.40 per cent of sample respondents prefer purchasing of exotic vegetables during mornings, while 47.20 per cent of the sample respondents preferred exotic vegetables on weekdays. Also, 49.60 per cent of total sample respondents purchased 1.0 to 2.0 kg at a time and 28.00 per cent of the sample respondents were spending Rs. 1001 to Rs. 1500 for exotic vegetables per month. Research limitations: The study is limited to the data collected via the framed and closed questionnaire. Since this is a primary research, the data's accuracy and reliability are dependent on the information given by the participants. The respondent's viewpoints and opinions may be valid for the time being, but they may change in the future. Practical implication: The result of the respondents based on various socio-demographic profiles and purchase behaviour of exotic vegetables will help the farmers/retailers to understand the needs of consumers in the emerging market of exotic vegetables in a better way. Originality/value: The study topic is relatively less researched in terms of consumer perspectives and also it has a wide scope among consumers. It has emerging market growth, especially where organized retail stores and its still early stage. Keywords: Consumer Purchase Behaviour, Consumer Preference, Consumer Purchase Pattern Exotic Vegetables, ANOVA

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