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- Title
Attitude of Consumers Towards Yelahanka Raithara Santhe.
- Authors
VISHNUPRIYA, V.; LAKSHMINARAYAN, M. T.; SHIVARAMU, K.; GANAPATHY, M. S.
- Abstract
The farmer's markets called as 'Raithara Santhe' in Bangalore has achieved success through an efficient marketing system of direct sale of fresh vegetables and fruits from producers (farmers) to the consumers. At these markets, buying directly from the farmer means lower prices and choice of large variety of produce, as well as access to primary producers. Farmers markets also make it easier for people interested in home processing to purchase large quantities of produce at affordable prices. In this backdrop, the present study was undertaken during 2017-18 to examine the consumer preference for buying fruits and vegetables at Raithara santhe and to analyze the attitude of consumers towards Yelahanka Raithara santhe. Ninety consumers were selected randomly based on their availability during the investigation. Data was collected by using a pre tested interview schedule. The results revealed that, majority of consumers preferred to buy fruits and vegetables at Raithara santhe due to: (1) availability of fresh, good quality and specific variety of fruits and vegetables, (2) Raithara santhe is at convenient distance from home, (3) fruits and vegetables are available at reasonable price throughout the year, (4) absence of middlemen, and (5) courteous behavior of the sellers. It was found that 40.00 per cent of the consumers were having more favourable attitude towards Raithara santhe, whereas 36.66 and 23.34 per cent of the consumers were having favourable and less favourable attitude towards Raithara santhe, respectively. Age, gender, education, marital status, family size, occupation, annual income, rural-urban background and mass media participation had no significant association with the attitude of consumers towards Raithara santhe. Around 29 per cent of the variation in the attitude level of consumers was explained by all the ten personal and socio-economic characteristics selected for the study.
- Subjects
VEGETABLES; AGRICULTURAL marketing; FARM produce; CONSUMER behavior; SOCIOECONOMICS
- Publication
Mysore Journal of Agricultural Sciences, 2019, Vol 53, Issue 4, p54
- ISSN
0047-8539
- Publication type
Article