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- Title
Consumer Preference in Buying Vegetables: Rythu Bazars Versus Supermarkets.
- Authors
Venkateswarlu, P.; Ranga, Vivek
- Abstract
The paper presents the findings of a survey conducted in Hyderabad to study the consumer preference in buying vegetables from Rythu Bazars/supermarkets. Using fourteen decision variables, the results indicate that significant differences exist between the two formats, viz., Rythu Bazars and supermarkets. Consumers show preference for variables such as 'freshness of vegetables', 'quality of vegetables', 'variety', and 'weighment'. These variables influence and drive the consumers' decision as to where to buy their vegetables as compared to other variables such as 'distance', 'packing' and 'parking'. The success of Rythu Bazars indicates that the farmers driven by their rustic wisdom appear to be already leveraging on these advantages.
- Subjects
CONSUMER preferences research; BAZAARS (Markets); SUPERMARKETS
- Publication
IUP Journal of Entrepreneurship Development, 2015, Vol 12, Issue 3, p22
- Publication type
Article