Objective of Study:

Primary Objective: To study on consumer buying behavior of vegetables.

households for fruits and

Secondary Objective: Understand the preference of households of Ahmedabad . To study the fruit and vegetable industry . To identify problems faced by of households for purchasing fruits and vegetable

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Research Design: Type of Research : It is a Problem identification type Research. Problem is about the behaviour of consumers who buy vegetables and fruits. Research also helps to identify parameters which shape the consumer behaviour.

Analytical model : It is Graphical method for analysis of data. There is a Bar chart and Pie chart which is used for analytical purpose.

Type of Research Design: Descriptive Research Design is the type of Research design. Surveys method is used for this project. In survey method , There is a interviews with a large number of respondents using a predesigned questionnaire.

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Sample for Household: A subgroup of the elements of the population selected for participation in the study. We found a 90 sample size appropriate for the ahmedabad market. Sampling Technique : Stratified Random sampling method is used for collection of sample. Then Select random fours area for the collection of sample.

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Data Analysis:
Classification of Respondents on the basis of Gender

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Respondent Ocupation

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Who buys Vegetables and Fruits in your family?

12

10

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How much do you spend for buying Vegetables in a month?

12 10 8 6 4 2 0

How much do you spend for buying Fruits in a month?

12 10 8 6 4 2 0

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Where do you generally buy vegetables from?

12 10 8 6 4 2 0

Where do you generally buy fruits from?

12 10 8 6 4 2 0

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When do you buy Vegetables?

12 10 8 6 4 2 0

When do you buy Fruits?

12 10 8 6 4 2 0

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How often do you buy Vegetables?

12 10 8 6 4 2 0

How often do you buy Fruits?

12 10 8 6 4 2 0

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Rank the influential factor for Purchase Point for Vegetables and Fruits:

Influential factor Best Price Quality/Fresh Variety Convenience Discounts/Offers Customer Service

Rank 1 2 3 4 5 6

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Rank the Preference for Place of Purchase for Vegetables and Fruits:

Rank Sabji mandi Thelawala/Lariwala Retail outlet 1 2 3

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Pattern of buying
12

10

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For sudden need where do you purchase?

12

10

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Do you want to change your purchasing point?

12

10

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What are the type of convenience ,you are looking for a Purchasing Point?
12

10

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Findings: In Ahmedabad , 54.5% of Women /Wife are buying Fruits and Vegetables in their family and only 10% of Husband/Male are buying Fruits and Vegetables in their family. 60% of Family are spend Rs. 500 to 1500 for Vegetables in a month while only 46.7% of family are spend Rs.500 to 1500 for Fruits in a month. So, Families are more spend on Vegetables as compared to Fruits in Ahmedabad.

Most of Family buy their Fruits and Vegetables from Sabji mandi / Thelawala in Ahmedabad.

Most of the Household are purchasing Fruits and Vegetables in the Afternoon in Ahmedabad.

Households are purchasing Vegetables Everyday but They are purchasing Fruits Twice a Weeek.

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Households are influenced in a same manner to buy Fruits and Vegetables from their choice of Purchase Point. The Rank for influential factor are as follow: 1) Best Price 2) Quality/Freshness 3) Variety 4) Convenience 5) Discount Offers 6) Customer Service

Households are also give rank in similar manner to buy Fruits and Vegetables for Purchasing Point. The Rank for Purchasing Point are as follow: 1) Sabji Mandi 2) Thelawala/Lariwala 3) Retail Outlet 80 % of Households are planed special visit to buy Fruits and Vegetables.

20% of households are club their buying process with Morning walk , Dropping child to school and Return from Job.

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Households are mostly dependent on Local market for their Sudden need of Fruits and Vegetables in Ahmedabad.

65% of the households does not want to change their Purchasing Place because they are satisfied with it.

Most of the households are looking for Convenience like Proximity to home, Time Preferences, Home Delivery.

Very negligible no. of Households are interested for Web enabled service.

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Recommendations: Pricing strategy The pricing strategy should be designed in such a way so as to be competent with the Local market. They rated Price as most influential factor for buying Vegetables and Fruits. So, They want more quantity in less money.

Communication As is seen that major concern for consumers is the health aspect. They have a perception that Retailers are not stored under good conditions. Secondly, they also feel that Local market has fresh Vegetables and Fruits. The advertising, communication and promotion should revolve around this point. hence proper awareness have to be created by companies.

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Deliver excellent buying experiences: The most important for food products is concerned word of mouth is where marketers should work on. This can only happen if the consumers are satisfied with their experience and will they give a positive word of mouth feedback to their relatives and friends.

Work on its strengths: The Retail marketers should bank upon its strengths i.e. time saving, effort saving and easily available option. The promotion, Packaging should revolve around these characteristics.

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Most of the Consumers are buying their Vegetables and Fruits in Afternoon. So, Retailers are made their distribution arrangement in a way that Fresh Vegetables and Fruits are directly came into outlet before Afternoon.

Retailer has to get Vegetables and Fruits from near by villages of Ahmedabad so,It will be easy for retailers to provide fresh fruits and vegetables to consumers.

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CONCLUSION Price- Consumers are highly price sensitive. They judge the product based on their price and more or less the repeat purchases are impacted by price factor. Same is the case with Vegetables and Fruits.

Value proposition Vegetables and Fruits should be perceived as a value proposition by customers. Value proposition means it should be able to save lot of time and money with sufficient quantity with in same Visit of Buying.

Value for money - Consumers should perceive Vegetables and Fruits as Value for money i.e. they should feel the money they spent on it, is well spent and not wasted. This is where repeat buying can be induced. If consumers see Vegetables and Fruits as a Value for money option they will not look for other options like going to a Local market.

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Quantity and Quality of food - Indians are used Vegetables and Fruits to eating a full course meal on any day. Hence the quantity in stores should be sufficient. Consumers are looking for Quality of Vegetables and Fruits. Consumers are perceived Freshness as quality parameters for their Vegetables and Fruits. So, Retail store should be strengthen their distribution channel at a level that Vegetables and Fruits should be Fresh.

Healthy conditions -the Target market for Vegetables and Fruits are the educated individuals who are short of time for Retail outlet. These educated individuals have their own opinion and wont take anything as given and health being their main concern in this fast paced life.

Easy availability - The biggest competitor for Retail outlet are Local market which are easily available geographically and accessible with the option of doorstep delivery. Hence Retailers has to be made available in such way that it can be easily accessible by the consumers during normal shopping as well as during emergencies.

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Bibliography:

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Thank you

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