Consumer Preference and Buying Behaviour towards Exotic Vegetables in Ahmedabad City

Description

Page: 279-284

Paulomee Dhimar, Swati Sharma, Choudhary Kuldeep, and Thorat Vishal (ASPEE Agribusiness Management Institute, Navsari Agricultural University, Navsari, Gujarat)

Globalization has ushered in numerous changes in developing nations, affecting lifestyles and living standards. The exotic market in India is still in its infancy compared to international markets. Demand for exotic produce is on the rise in both domestic and international markets, particularly for imported varieties of exotic vegetables. In light of this, this paper aims to examine consumer preferences and buying behavior concerning exotic vegetables in Ahmedabad city. To carry out this study, a sample of 150 respondents was selected, and data were collected through structured questionnaires from both primary and secondary sources. The major findings of the study indicate that the majority of respondents fell within the 25-40 age group and had households consisting of 3 to 5 members. Most respondents preferred to purchase exotic vegetables from supermarkets and hypermarkets on a weekly basis, driven by their perceived nutritional value and health benefits. The major constraints faced by the consumers while buying exotic vegetables were they don’t know how to make different recipes from exotic vegetables and exotic vegetables available in the market are not fresh or poor in quality. Overall, the study suggests a need to enhance the packaging of exotic vegetables to extend their shelf life. It also recommends that companies focus on increased promotional activities to attract a wider consumer base through social media platforms. Collaboration with other organizations, such as supermarkets and hypermarkets, is advised to enhance the availability of exotic vegetables in the market and meet the growing demand.