Buying behavior / Purchase decision

What to buy Product related attribute Quality, Price, Brand Where to buy Place related attribute Range, Convenience, Credit, Relationship

Objectives:
To

know about consumer preference for purchasing perishable goods from local market or organized retail market. To know the expectations of consumer with respect to the quality of farm fresh product.

 Scope:

To understand the customer preference about purchasing of fresh farm products from organized retail outlets and local mandi from different areas of Pune city. For the same purpose data is collected from respondents from predecided areas in Pune city.

 Methodology: Personal

observation, Informal interviews etc. were done in a detailed manner with the help of questionnaire in order to draw the inferences.

 Sources

of Data:

Primary

Source: It is collected from different areas of Pune city by interacting with different respondents.

DATA ANALYSIS

Age Group of Respondents

>55 10% 46-55 10% 26-35 35% 18-25 10%

36-45
35%

Occupation of respondents
Others Student 5% 5%

Service Housewife 30% 45%

Business 15%

Annual Income of respondents

Upto 2 Lakhs Above 6 lakhs 25% 15%

Upto 6 Lakhs
25%

Upto 4 Lakhs

35%

Frequency of visit to Retail outlets

Never 15% Rarely

5%
Monthly 10% Fortnightly 25% Weekly 45%

% of respondents

Weekly
Never 35% 25%

Fortnightly 20% Rarely 15%

Monthly
5%

Preference of the respondents

Retail Outlet
40%

Mandi

60%

Prefer Mandi

Availability

14%
Convenience 32%

Price 39% Quality 15%

Prefer Retail Outlets

Convenience 19% Availability 33%

Price 5% Quality 43%

Dont Prefer Mandi

Availability 22% Price 0% Convenience 33%

Quality 45%

Dont Prefer Retail Outlet

Availability 16% Convenience 23%

Price
42%

Quality 19%

No. of Respondents
12

10

8 No. of Respondents

0 Quality Availability Price Convenience

After completing the survey and analyzing the responses of the persons contacted. We came across following facts:

Due to price differences customers prefer purchasing of fresh products from mandi than organized retail outlet. Distance of purchasing site also makes considerable difference for those consumers whose family size is small. Consumers are not sure about quality of the fresh products from organized retail outlet.

Need of purchasing fresh product on alternate day insist consumers to purchase from local vendors & nearby mandi than organized retail outlet. Customers out of total number of respondents visiting to the organized retail outlet are less. Customers are more concerned about quality in terms of freshness rather than their income level. That is income level doesnt make large difference in expenditure.