Consumer Buying Behaviour towards Exotic Vegetables in Vadodara City

Description

Page: 344-347

Swati Sharma, Rut A. Pancholi, Choudhary Kuldeep, and Thorat Vishal (ASPEE Agribusiness Management Institute, Navsari Agricultural University, Navsari, Gujarat)

Globalization has ushered in significant changes in developing nations like India, leading to improved lifestyles and higher living standards. It has also brought about shifts in food preferences, particularly among the younger generation. Consequently, there has been a steady increase in the demand for exotic vegetables in India. This paper aims to explore consumer buying behavior towards exotic vegetables in Vadodara city. To achieve the study’s objectives, a sample of 100 respondents participated in a structured questionnaire survey. The major findings indicate that the majority of consumers were males aged 21-30, with a higher level of education, including graduation and post-graduation qualifications. Advertisements and social media emerged as the most influential sources of information, and the most preferred exotic vegetable was Capsicum, closely followed by Broccoli. The key factors influencing consumers’ choices in buying exotic vegetables included their nutritional value, affordability, quantity, quality, and hygiene.