STUDY OF CONSUMER BEHAVIOR AND ATTITUDE TOWARDS ORGANIZED RETAILING OF FRUITS AND VEGETABLE AT BHUBANESWERBeherak
The vegetable and fruit production plays a major role in domestic food production in odisha agriculture sector. In the process of developing the fruits and vegetable sector, it is very useful to consider the needs, preferences and behavior of consumers. Despite the increased awareness of the importance of fruits and vegetables to healthy living, low fruits and vegetables intake has been widespread characteristic among odisha as well as in the smart city bhubaneswer. Marketers realized that packaging performs an important role in marketing communications and could be one of the most important factors influencing consumer purchase decision. Sales of packaged food are rapidly increasing, thanks to their image of convenience and healthiness. In this paper, consumers' attitude and purchase intentions towards fruits and vegetables is investigated through literature review. Drawing from principles associated with behavior economics and psychology, a new consumer behavior theory is becoming more widely accepted across the social sciences. The new theory draws on scientific evidence showing that systematic biases in consumers' beliefs, preferences, and decision processes underlie many societal problems, including poor dietary habits. Leveraging this new theory, research has shown that the use of certain marketing displays, tools, incentives, and promotions can make it easier for consumers to make fruit and vegetable consumption decisions that support long term health. The purpose of the study is to find the behavioral patterns of fruit and vegetable consumers in the smart city Bhubaneswar| (unorganized and organized system) and reasons for such behavior. Its objective were to determine the socio economic characteristics of the respondents, assess the various factors responsible for consumption and preference, quality the impact of determinants influencing the frequency of fruits and vegetable purchase, as well as make suggestion and recommendation based on the findings. To achieve the purpose of the study, a semi structured questionnaire is prepared and survey is done for the customers who visited organized and unorganized system of market. Primary data is collected from both the market system. The data are collected and analyzed in the statistical way. The majority of consumers (79% consumers is regular purchaser and visited many a times in a week. The main reason for visiting organized retail is freshness, low exposure to chemical and hygienic. Low price and variety are the main reasons for visiting unorganized retail. The other preferences are appearance and relationship with retailer which affect the customers at both the market system. Frequency of visiting both the market for buying fruits and vegetable is significantly determined by the monthly income while other variables are such as age, gender, marital status, mode of transportation, occupation, family size and family type are less affecting. Hence, govt of odisha lay more emphasis on increasing local production of the fruits and vegetables in order to ensure their availability at affordable price.