INTRODUCTION

The definition of customer satisfaction has widely debated as organizations increasingly attempts to measure it. Customer satisfaction can be experienced in a variety of situation connected to both goods and services. It is highly personal assement that is greatly affected by customer expectation. Satisfaction is also based on the customer experience of both contacts with the organization and personal outcomes. Some researchers define a satisfied customer within the private sector as one who receives significant added value to his/her bottom line. Customer satisfaction differs depending on the situation and the product or service. A customer may be satisfied with a product or service, an experience a purchase decision a sales person, store service provider or an attribute or any of their customer Uzhavar satisfaction is a highly personal assement that is greater influenced by individual expectation of the customer satisfaction from the confirmation of individual expectation regarding the products or service.

Introduction to Uzhavar santhai

Marketing of fruits and vegetables is more complex in nature in comparison with the other field crops because of special traits like highly perishable nature, seasonality and bulkiness, which needs special care and immediate disposal. The Uzhavar Sandhai has assumed more relevance and significance especially in respect of marketing fruits and vegetables. The Uzhavar Sandhai is mainly organized to enhance the farmers income by preventing intermediaries and distress selling. As the sale at the Uzhavar Sandhai is only for cash, the farmers are getting money immediately. This is absent when they sell their produce to the middlemen because most of the traders make delayed payment. The Uzhavar Sandhai revolves around the farmer and raises the position of farmerto-farmer seller. The farmer is motivated to bring his produce to the Uzhavar Sandhai as he can directly market it to the consumers. Day in and out, they come to the market and the market has become their life breath and in turn the farmer sellers have become the life breath of the market. Hence an attempt has been made to analyses the farmer sellers in selected Uzhavar Sandhai in the sandhais at Nagercoil, Kanyakumari and Valliyur areas in Tamil Nadu

Agriculture occupies a very important role in the growth of our country which is also the back bone of the economic system. India is primarily an agricultural country. The prosperity of Indian economy is dependent on the course of agricultural production of course agriculture contributes a major share of the national economic of India. In India agriculture meets almost the entire food requirements of the people. Agriculture also provides fodder to sustain livestock whose number run to several cores. In the field of agriculture marketing determine the value of agricultural products in term of many and them to the final customer. Most of the farmers sells their products through village level markets, fairs, man dies, co-operative society etc- in the above process of agricultural marketing the middlemen exploit farmers as well as consumers. In order to eliminate the middlemen between farmer and consumer THE GOVERNMENT OF TAMIL NADU introduces the new concept namely Uzhavar sandhai in 1999.

History of Uzhavar sandhai

Uzhavar sandhai had its birth in the concept of kal ghol in Russia. The farmer union agricultural secretary MS gill on his visit to this country was impressed by this concept of farmers market and he replicated by indicating apna mandis in Punjab and Haryana in early 1987 The silling DMK government in Tamil nadu subsequently replicated this concept in 1999 in the form of Uzhavar sandhai Andhra Pradesh suit and started the eyothic bazaar on similar lines. Both kallumarai &srinivasan asseted the relevance of Uzhavar sandhai and said that it can protect the farmers on impact of falling prices caused by opening up for cheap improvement and disrupted trade practices in WTO requires. The trade policies pursued by the government since 1990s have been talking towards the country toward a tariff alone approach which has to been opened the economy to large imports of much cheaper agriculture goods and has threatened the very livelihood of both agriculture labour and small farmer. On many occasions India imports of vegetables and fruits have displaced an equivalent demand for the same product produced in the country which has direct impact prices that farmer get.

Staff pattern

Uzhavar sandhai administrative officer Uzhavar sandhai assistant administrative Officer Agricultural officer Assistant agricultural officer Watchman Scavenger Santhai paniyalgal

AIM

To facilitate direct control between the farmers & public. To provide fresh vegetables and fruits at reasonable price daily. To provide correct measurement to the consumer. To give full satisfaction to the farmer public. To provide the fresh fruits and vegetables at the lesser price than that of retailer price of consumer.

It also functions as a technical information centre to the farmer. It also acts as a technical training centre to the farmer. Seeds& other inputs are also provides in some Uzhavar sandhai.

Features

The price of the vegetable and fruits are daily fixed at the average of 20% higher than the whole sale price.

The prices of vegetables and fruits are daily displayed in front of each shop as well as exhibited in big sign boards of the markets.

The Uzhavar sandhai are functioning on all the days of the week. Water supply is available in the Uzhavar sandhai To sell unsold items on the next day storage facilitates are available.

Need & scope of the study Need

The purpose of study is to study about the customer satisfaction towards Uzhavar santhai and offer suggestion for further improvement. The government established hundred Uzhavar Sandhais in various parts of Tamilnadu. In Madurai and Virudhunagar districts eleven Uzhavar Sandhais were established. At present there are as many as five Uzhavar sandhais situated at Kanyakumari, Valliyur,

Nagercoil, Tirunelveli and Thovalai which are the most sought after Uzhavar sandhais adjacent to the Gods own country, Kerala. These are some of the markets from where a large number of traders purchase huge quantities of vegetables for sale in Kerala. The researcher attempts to find out whether Uzhavar sandhai is a boon or bane in Tamilnadu. The study highlights the personal profile of farmers with respect to their age, income, type of produced, traded, income and source of information towards Uzhavar Sandhai Scope Scope is to study the customer satisfaction towards Uzhavar santhai ant to suggest some measures to improve the facility available in Uzhavar santhai

Objectives of the study Primary objective

To study the customer satisfaction towards purchase in Uzhavar sandhai.

Secondary objective

To study the factor that influences the purchase of vegetables in Uzhavar sandhai.

To study the customer awareness towards Uzhavar sandhai To study the customer ideas, opinion & preference for buying vegetables. To offer suggestion on the basis of the study.

Limitation of the study

Study is restricted to Coimbatore city Findings of the study depends on the accuracy of the study given by the respondent

The sample is restricted to only 110

Review of literature
Sujith chakravathi revealed that Uzhavar sandhai in operation Tamil nadu since1999 with first such farmer market step in Madurai. As per 2002 data there are about 102 Uzhavar santhai in various urban centers in Tamil nadu. It has survived despite inadequate support from the government which has focused in energies behind the behavior of SHGS providing them with infrastructure and soft bank loans. Sujith chakravathi ICFAI Journals University press 2007 Ram chandji revealed that the farmer benefited when consumer directly purchase their products from them. The elimates the the role of a middleman and consumer get the benefit of fresh products at reasonable cost said trade management experts. Ram chandji the Hindu New Delhi may 20 no role for middlemen in product selling Ottoman J.A in his study said that Uzhavar sandhai concept his beneficial to small & marginal farmers who can bring limited quality of products which they cannot sell in the wholesale market the farmer need training. Ottoman J.A (1993) green marketing Murali kallumal &sakthi srinivasan in their urged policy makers to promote such farmer market in the interview of livelihood & food security. Murali meeting local demands for vegetable & fruits the dynamics of farmers.

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The Study Commissioned by the Oxfam GB in India Uzhavar Sandhai is in operation in Tamilnadu since 1999 with first such farmers market being set up in Madurai. As per 2002 data, there are about 102 Uzhavar Sandhais in various urban centres in Tamil Nadu. It has survived despite inadequate support from the government, which has focused its energies behind promotion of Self Help Group (SHGs), providing them with infrastructure and soft bank loans. Therefore, the Uzhavar Sandhais have survived purely because of the merits in their unique system of marketing, the study said. Farmers are allotted a space where they can sell their produces. The government has set up marketing committees to identify farmers and give them a permit or identity cars. Farmers do not pay any rent or commission. The marketing committee fixes the prices of fruits and vegetables, which holds good for the whole day.

The Hindu, New Delhi May 20 No Role for middlemen in product Selling Farmers have benefited when the consumers directly purchase their produces from them. This eliminates the role of a chain of middlemen and consumers get the benefit of fresh produces at reasonable rates, said trade and management experts.

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Research Methodology Methodology

A good research work requires a clear methodology because only through the applicants of correct methodology in selection of sample techniques appropriate tools of data collection with founded conclusion can be drawn on the phenomenon under consideration.

Research design
The design of this study is descriptive research. Descriptive research includes surveys& fact finding enquiries of different kinds. The major purpose of descriptive research if description of the state of affairs as it exists at present.

Data sources Primary data

This was gathered with the help of structured questionnaire being administered to the respondent

Secondary data
This was collected from the various books journals, website pertaining to the study

Research method
Survey method was adopted for the study

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Sampling procedure Sampling technique

Convenience sampling technique was used in this study

Sampling size
The sampling constituted of 110 customers.

Area of research
This research was conducted in Coimbatore city

Tools used
In this project simple percentage analysis & chi square method is used

Period of study
This study was carried out in Coimbatore city for a period of 2010 -2011

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Table 1: table showing Age of the respondents

S.no

Age

No. of respondent 14 55 29 12

Percentage

1. 2. 3. 4.

Below 25 25-45 45-65 Above 65

13 50 26 11

Total

110

100

INTERPRETATION Table 1 shows 13% of the respondents are below 25 years, 50% of the respondents are between 25-45 years, 26% of the respondents are between 45-65 years, 11% of the respondents are above 65 years.

Majority of the respondents 50% are between 25-45 years old

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Chart 1: Chart showing Age of the respondents

60 r e s p o n d e n t s 50 50 40 30 20 10 0 Below 25 25-45 45-65 Above 65 age of respondents 13 26

n o o f

11

15

Table 3: table showing Gender of the respondents

S.no

Gender

No. of respondent 52 58 110

Percentage

1. 2.

Male Female Total

47 53 100

INTERPRETATION Table 3 shows 47% of the respondents are male&53% of the respondents are female

Majority of the respondents 53% are female

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Chart 3: Chart showing Gender of the respondents

54 p e r c e n t a g e 53 52 51 50 49 48 47 46 45 44 Male no of respondents 47

53

Female

17

Table 2: Table showing Residential areas of the respondents

S.no

Residential area Urban Semi-Urban Rural

No. of respondent 37 38 35

Percentage

1. 2. 3.

34 35 31

Total

110

100

INTERPRETATION Table 2 shows 34% of the respondents are belong to urban area,35% of the respondents are belong to semi- urban area ,31% of the

respondents are belong to rural area.

Majority of the respondents 35% are belong to semi- urban area

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Chart 2: Chart showing Residential areas of the respondents

36 35 34 33 percentage of respondents 32 31 30 29 Urban Semi-urban no of respondents Rural

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Table 4 : Table showing Occupation status of the respondents

S.no Occupation No. of respondent 1. 2. 3. 4. Professional Business Employed House maker Total 16 33 46 15

Percentage

15 30 42 13

110

100

INTERPRETATION Table 4 shows 15% of the respondents are professionals, 30% of the respondents are doing business, 42% of the respondents are employed, and 13% of the respondents are house maker.

Majority of the respondents 42% are employed

20

Chart 4: Chart showing Occupation status of the respondents

45 40 35 30 percentage 25 20 15 10 5 0 Professional Business Employed Housemaker no of respondents

21

Table 5: table showing Education level of the respondents

S.no

Education level

No. of Percentage respondent 2 46 1 42 42 14

1. 2.

No formal education School level

3. College level 4. Professional qualification 5. Others Total

46 15

110

100

INTERPRETATION Table 5shows table 1% of the respondents do not have formal education, 42% of the respondents have education till school level, 42% of the respondents have education till college level, 14% of the respondents are professionally qualified, 1% of the respondents are in other category.

Majority of the respondents 42% have education till school level and college level
22

Chart 5 : Chart showing Education level of the respondents

45 40 35 30 25 percentage 20 15 10 5 0

42 1

42 14 1 Series1

no of respondents

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Table 6: table showing Monthly income of the respondents

S.no Monthly income No. of respondent 1. 2. 3. 4. Below 5000 5000-10000 15000-25000 Above 25000 16 77 16 1

Percentage

15 69 15 1

Total

110

100

INTERPRETATION Table 6 shows 15% of the respondents earn below 5000, 69% of the respondents earn between 5000-10000, 15% of the respondents earn between 15000-25000, 1% of the respondents earn above 25000.

Majority of the respondents 69% earn between 5000-10000

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Chart 6: Chart showing Monthly income of the respondents

80 70
p 60 e r 50 c e 40 n t 30 a g e 20

69

10 0

15 Below 5000

15 5000-15000 15000-25000 no of respondents 1 Above 25000

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Table 7: table showing Family size of the respondents

S.no Family size No. of respondent 1. 2. 3. 4. 2 3 4 More than 4 4 16 59 31

Percentage

3 15 54 28

Total

110

100

INTERPRETATION Table 7 shows 3% of the respondents have only 2 members in their family, 15% o the respondents have 3 members in their family, 54% of the respondents have 4 members in their family, 28% of the respondents have more than 4 members in their family.

Majority of the respondents 54% have 4 members in their family

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Chart 7 : Chart showing Family size of the respondents

n o o f

r More than 4 e s p 4 o n d 3 e n t 2 s 0

28

54

15

3 10 20 30 percentage 40 50 60

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Table8 : table showing Form of source

S.n o

Form of Source

No. of responden t 110 0 0

Percentag e

1. 2. 3.

Advertisement Friends Others

100 0 0

Total

110

100

INTERPRETATION Table 8 shows 110% of the respondents know about Uzhavar santhai through advertisement, the respondents did not get any information from Friends and relatives.

Majority of the respondents 100% know about Uzhavar santhai through advertisement

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Chart 8: Chart showing Form of source

100% 90% p 80% e 70% r c 60% e 50% n t40% a 30% g 20% e 10% 0%

100

Advertisement

0 Friends no of respondents

0 Others

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Table 9: table showing Media of the respondents

S.n o 1. 2. 3. 4.

If Advertisement state the media Newspaper Notices Radio Others

No. of respondent 45 6 55 4

Percentag e 41 5 50 4

Total

110

100

INTERPRETATION Table 9 shows 41% of the respondents came to know about Uzhavar santhai through news paper, 5% of the respondents came to know about Uzhavar santhai through notices, 50% of the respondents came to know about Uzhavar santhai through radio, 4% of the respondents came to know about Uzhavar santhai through other media.

Majority of the respondents 50% came to know about Uzhavar santhai through radio

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Chart 9: Chart showing Media of the respondents

60 50
p e r c e n t a g e

40 30 50 20 10 5 0 Advertisement notice radio others no of resspondents 4 41 Series1

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Table 10: table showing Influence of the respondents

S.no

Influence in your family No. of to purchase the respondent vegetables at Uzhavar santhai Father Mother Wife/Husband Children 3 48 39 20

Percentage

1. 2. 3. 4.

3 44 35 18

Total

110

100

INTERPRETATION Table 10 shows 3% of the respondents are influenced by their father to purchase vegetables from Uzhavar santhai, 44%% of the respondents are influenced by their mother to purchase vegetables from Uzhavar santhai, 35%% of the respondents are influenced by their wife/husband to purchase vegetables from Uzhavar santhai, 18%% of the respondents are influenced by their children to purchase vegetables from Uzhavar santhai

Majority of the respondents 44% are influenced by their mother to purchase vegetables from Uzhavar santhai

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Chart 10: Chart showing Influence of the respondents

45 40 35 30 25 percentage 20 15 10 5 0

44 35 18 3

no of respondents

33

Table 11: table showing Regular customer

S.no

Are you regular customer Yes No Total

No. of respondent 110 0 110

Percentage

1. 2.

100 0 100

INTRPRETATION Table 11 shows 100% of the respondents are regular customers

Majority of the respondents 100% are regular customers

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Chart 11: Chart showing Regular customer

120 100 80 percentage 60 100 40 20 0 Yes no of respondents NO Series1

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Table 12: table showing Years of the respondents

S.no

How long you have been regular Less than I yr 1-3 yr More than 3 yr

No. of Percentage respondent 23 37 50 21 34 45

1. 2. 3.

Total

110

100

INTERPRETATION Table12 shows 21% of the respondents are regular less than 1 year,34% of the respondents are regular between 1-3 year,45% of the respondents are regular more than 3 years.

Majority of the respondents 45% are regular more than 3 years

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Chart 12: Chart showing Years of the respondents

50 p 45 e 40 r 35 c 30 e 25 n 20 t a 15 g 10 e 5 0

45 34 21

Less than 1 year

1-3 year]

More than 3 year

no of respondents

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Table 13: table showing Frequent visit of the respondents

S.n o 1. 2. 3. 4.

How frequently you visit Daily Once in 2 days Once in 3 days More than that

No. of respondent 27 86 20 27

Percentage

24 33 18 25

Total

110

100

INTERPRETATION table 13 shows 24% of the respondents visit Uzhavar santhai daily, 33% of the respondents visit Uzhavar santhai once in 2 days, 18% of the respondents visit Uzhavar santhai once in 3 days, and 25% of the respondents visit Uzhavar santhai more than that

Majority of the respondents 33 % visit Uzhavar santhai once in 2 days

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Chart 13: Chart showing Frequent visit of the respondents

35 p e r c e n t a g e 30 25 20 15 10 5 0 Daily Once in 2 days Once in 3 days More than that no of respondents Daily, 24 Once in 3 days, 18 More than that, 25 Once in 2 days, 33

\\

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Table 14: table showing Reason for choosing

S.no

Reason for No. of choosing Uzhavar respondent santhai Lower price Right quantity Fresh item Others 12 21 54 22

Percentage

1. 2. 3. 4.

11 19 49 21

Total

110

100

INTERPRETATION table 14 shows 11% of the respondents say the reason for choosing Uzhavar santhai is because of low price, 19% of the respondents say the reason for choosing Uzhavar santhai is because of right quantity, 49% of the respondents say the reason for choosing Uzhavar santhai is because of fresh item, 21% of the respondents say the reason for choosing Uzhavar santhai is because of others.

Majority of the respondents 49% say the reason for choosing Uzhavar santhai is because of fresh item

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Chart 14: Chart showing Reason for choosing

60 50 40 percentage 30 49 20 10 11 0 Lower price Right quantity Fresh item Others no of respondents 19 21

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Table 15: table showing Pricing in the market

S.no Pricing in Uzhavar No. of santhai respondent 1. 2. 3. 4. Very high High Normal Low 2 18 80 11

Percentage

1 16 73 10

Total

110

100

INTERPRETATION table 15 shows % of the respondents think the pricing of Uzhavar santhai is very high,16% of the respondents think the pricing of Uzhavar santhai is high,73% of the respondents think the pricing of Uzhavar santhai is normal,10% of the

respondents think the pricing of Uzhavar santhai is low.

Majority of the respondents73% think the pricing of Uzhavar santhai is normal

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Chart 15 : Chart showing Pricing in the market

80 70
p 60 e r 50 c e 40 n t 30 a g e 20

normal, 73

10 0 Very high, 1 Very high

high, 16 high normal

low, 10 low

no of respondents

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Table 16: table showing Quality of Uzhavar sandhai

S.no

About the quality Very good Good Normal Poor

No. of respondent 5 92 13 0

Percentage

1. 2. 3. 4.

10 4 84 12

Total

110

100

INTERPRETATION table 16 shows 10% of the respondent think the quantity is very good,4% of the respondent think the quantity is good,84% of the respondent think the quantity is normal,12% of the respondent think the quantity is poor.

Majority of the respondent 84% think the quantity is normal

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Chart 16: Chart showing Quality of Uzhavar sandhai

60 50 40 percentage 30 20 10 0 4 Very good good 12 normal 0 poor 54 Series1

no of respondents

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Table 17: table showing Problems of the respondents

S.n o 1. 2.

If any problem during purchase Yes No

No. of respondent 110 0

Percentage

100 0

Total

110

100

INTERPRETATION Table 17 shows 100% of the respondents say that they face difficulties and problems at the time of purchase

Majority of the respondents 100% say that they face difficulties and problems at the time of purchase

46

Chart 17: Chart showing Problems of the respondents

p e r c e n t a g e

100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0%

100

Yes no of respondents

0 no

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Table 18: table showing Problems in Uzhavar sandhai

S.no

If, Yes what is the problem Over crowd Distance Non-Availability Other specify

No. of respondent 29 39 35 7

Percentage

1. 2. 3. 4.

26 35 33 6

Total

110

100

INTERPRETATION Table 18 shows 26% of the respondents say they face problem

because of over crowd, 35% of the respondents say they face problem because of distance, 33% of the respondents say they face problem because of nonavailability, 6% of the respondents say they face problem because of others.

Majority of the respondents 35% say they face problem because of distance

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Chart 18: Chart showing Problems in Uzhavar sandhai

40 35 30 25 percentage 20 15 10 5 0 Over crowd Distance Non-Availability Others no of respondents 6 26 35 33

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Table 19 Satisfaction level of the respondents

S.no

Level of satisfaction Very high satisfaction High satisfaction

No. of respondent 0 16 6

Percentage

1. 2. 3.

0 15 5

Low satisfaction 4. Moderate satisfaction Total 110 100 88 80

INTERPRETATION table 19 shows 15% of the respondents have high satisfaction, 5% of the respondents have low satisfaction, and 80% of the respondents have moderate satisfaction.

Majority of the respondents 80% have moderate satisfaction

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Chart 19: Chart showing Satisfaction level of the respondents

90 80 70 60 50 percentage 40 30 20 10 0

80

15 0 Very high satisfaction high satisfaction

5 Low satisfaction Moderate satisfacton

no of respondents

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Table 20: table showing Whether satisfied or not

S.no

Are you satisfied

No. of respondent 0 110

Percentage

1. 2.

Yes No

0 100

Total

110

100

INTERPRETATION table 20 shows 100% of the respondents are not satisfied with the facilities in Uzhavar santhai

Majority of the respondents 100% are not satisfied with the facilities in Uzhavar santhai

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Chart 20: Chart showing Whether satisfied or not

120 100 100 80 percentage 60 40 20 0 0 Yes no of respondents No

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Table 21: table showing Reason for dissatisfaction

S.no

If, no state the reason Inadequate space Bulk purchase by vendors Items are not fully available Total

No. of respondent 40 44

Percentage

1. 2.

36 40

3.

20

54

110

100

INTERPRETATION Table 21 shows 36% of the respondents are not satisfied

because of inadequate space, 40% of the respondents are not satisfied because of bulk purchase by vendors, 54% of the respondents are not satisfied because of items are not fully available.

Majority of the respondents 54% are not satisfied because of items are not fully available

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Chart 21: Chart showing Reason for dissatisfaction

Inadquate space 24 36 Bulk purchase by vendars Items are not fully available 40

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Chi Square Test of Independence

For a contingency table that has r rows and c columns, the chi square test can be thought of as a test of independence. In a test of independence the null and alternative hypothesis are: Null Hypothesis H0: The two categorical variables are independent or not associated. Alternative Hypothesis H1: The two categorical variables are related. Level of Significance: 5% level or =0.05 (usually). We can use the equation Chi Square = the sum of all the (Oi Ei)2. Here Oi denotes the frequency of the observed data and Ei is the frequency of the expected values. The general table would look something like the one below:

Category I Sample A Sample B Sample C Column Totals a d g a+d+g

Category II b e h b+e+h

Category III c f I c+f+I

Row Totals a+b+c d+e+f g+h+I a+b+c+d+e+f+g+h+i=N

Now we need to calculate the expected values for each cell in the table and we can do that using the row total times the column total divided by the grand total (N). For example, for cell a the expected value Ei would be (a+b+c)(a+d+g)/N.

56

Once the expected values have been calculated for each cell, we can use the same procedure are before for a simple 2 x 2 table. Observed Expected |Oi - Ei| (Oi - Ei)2 (Oi - Ei)2/Ei

Chi Square observe value =

(Oi Ei)2/ Ei

in this example, Degrees of Freedom for 3x3 table= (r - 1)(c - 1) = 2(2) =4

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Chi Square test of association between gender and Frequency of visiting Null Hypothesis H0: There is no association between gender and frequency of visiting. Alternative Hypothesis H1: There is an association between gender and frequency of visiting. Level of Significance: 5% level or =0.05.

frequency of visiting Total <=2 days Males Gender Females Total Interpretation Since the Chi Square observed value (0.733) is less than the Chi square expected value (3.84) at 5% level of significance with probability 0.392 for 1 D.F., we accept the null hypothesis and say that there is no association between gender and frequency of visiting. Males and females visit Uzhavar Sandhai on equal basis.
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>2 days 20 27 47 52 58 110

32 31 63

Chi Square test of association between gender and opinion about price
Null Hypothesis H0: There is no association between gender and opinion about price Alternative Hypothesis H1: There is an association between gender and opinion about price. Level of Significance: 5% level or =0.05. Opinion about price Very High/ High Males Gender Females Total Interpretation Since the Chi Square observed value (1.589) is less than the Chi square expected value (3.84) at 5% level of significance with probability 0.208 for 1 D.F., we accept the null hypothesis and say that there is no association between gender and opinion about price. Males and females are having the same level of opinion about the price of vegetables in Uzhavar Sandhai. 8 20 50 90 58 110 12 Normal / Low 40 Total

52

59

Chi Square test of association between frequency of visiting and opinion about price
Null Hypothesis H0: There is no association between frequency of visiting and opinion about price. Alternative Hypothesis H1: There is an association between frequency of visiting and opinion about price. Level of Significance: 5% level or =0.05.

Opinion about price Very High/ High Frequency of visiting <=2 days >2 days Total Interpretation Since the Chi Square observed value (0.596) is less than the Chi square expected value (3.84) at 5% level of significance with probability 0.44 for 1 D.F., we accept the null hypothesis and say that there is no association between frequency of visiting the Uzhavar Sandhai and opinion about price of vegetables. Opinion about price of vegetables does not affect the frequency of visiting in any way.
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Normal / Low 50 40 90

Total

13 7 20

63 47 110

FINDINGS

Majority of the respondents are between 25-45 years 50% Majority of the respondents are female 53%

Majority of the respondents are belong to semi- urban area 35% Majority of the respondents are employed 42% Majority of the respondents have education till school level and college level 42% Majority of the respondents earn between 5000-10000 69% Majority of the respondents have 4 members in their family 54% Majority of the respondents know about Uzhavar santhai through advertisement 100% Majority of the respondents came to know about Uzhavar santhai through radio 50% Majority of the respondents are influenced by their mother to purchase vegetables from Uzhavar santhai 44% Majority of the respondents are regular customers 100% Majority of the respondents are regular more than 3 years 45% Majority of the respondents visit Uzhavar santhai once in 2 days 33% Majority of the respondents say the reason for choosing Uzhavar santhai is because of fresh item 49% Majority of the respondents think the pricing of Uzhavar santhai is normal 73% Majority of the respondent think the quantity is normal 84%
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 Majority of the respondents say that they face difficulties and problems at the time of purchase 100% Majority of the respondents say they face problem because of distance 35% Majority of the respondents have moderate satisfaction 80% Majority of the respondents are not satisfied with the facilities in Uzhavar santhai 100% Majority of the respondents are not satisfied because of items are not fully available 54%

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SUGGESTIONS
1. Working time of Uzhavar sandhai should be extended. 2. License of the farmer should be checked. 3. Parking facility should be provided. 4. Evening also should available. 5. Rate board should be kept before each shop. 6. Uzhavar sandhai should start in many places. 7. Spoiled vegetables should be put in proper place. 8. The weighting machine should be checked. 9. Toilet facilities are needed. 10.Water facility needed.

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Conclusion
A study on consumer satisfaction towards Uzhavar sandhai has helped us to understand the consumers point of view about purchasing. The research has helped us to have a brief visit in to drawbacks& advantages of purchasing in the Uzhavar sandhai. These researches also help us to know about the suggestions people which will enable them to have a better purchasing experience.

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Bibliography

Marketing and Management Research methodology Research and business research method

Philip Kotler C.R.Kothari C.William Emory

WEBSITE www.hindu.com www.google.com www.farmersmarket.com

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