Consumer Preferences in Purchasing Fruits and Vegetables from Organized and Unorganized Retailers in Navsari City

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Page: 568-573

Swati Sharma¹, Gautam Parmar², Ruchira Shukla³, and Alpesh Leua⁴ (ASPEE Agribusiness Management Institute, NAU, Navsari, Gujarat¹,²,³, and ASPEE College of Horticulture and Forestry, NAU, Navsari, Gujarat⁴)

In India, the fruits and vegetables supply chain operates with limited value-added processes, characterized by fragmentation and disorganization in distribution. This situation underscores the pressing necessity for the establishment of an efficient supply chain that connects farmers, retailers, and consumers. This, in turn, will reduce wastage in the fruits and vegetable sector while ensuring that farmers receive a more substantial portion of the consumers’ expenditure. The objective of this study is to explore Consumer Preferences in the Purchase of Fruits and Vegetables from Organized and Unorganized Retailers in Navsari City. Primary data was gathered through a survey employing a well-structured questionnaire. The study included a sample of 100 consumers selected purposively from Navsari city in Gujarat. Analytical techniques such as tabular analysis and relevancy rating were employed to rank the factors and retail formats. Additionally, the study explored the correlation between consumer characteristics and their preferences for either unorganized or organized retail stores using the Pearson Chi-square test. The data analysis indicates a noticeable disparity in how consumers perceive and interact with both organized and unorganized retailers when it comes to buying fruits and vegetables. Moreover, the study revealed that income, gender, and education levels play pivotal roles in determining the choice of retail format for purchasing fruits and vegetables. In conclusion, there is a compelling need for both organized and unorganized retail establishments to enhance their facilities to align with customer expectations. Furthermore, it is imperative to establish a robust supply chain that integrates farmers into contemporary retail practices, ensuring that they receive fair compensation for their produce. The success of these retail formats hinges on their ability to meet the evolving expectations of consumers in the market.