Consumers’ Buying Behaviour towards Leafy Vegetables in Ahmedabad City

Description

Page: 467-474

Sachin Sutariya, Swati Sharma, and Kuldeep Choudhary (ASPEE Agribusiness Management Institute, Navsari Agricultural University, Navsari, Gujarat)

The present study was undertaken to understand consumer behaviour towards leafy vegetables and to determine all the factors that influence their buying behaviour of leafy vegetables and identify the factors influencing the purchase decision of consumers, consumers’ expectations, and various issues faced by the consumers while they were buying leafy vegetables. For the fulfillment of the study, 150 consumers were selected through purposive sampling who bought a leafy vegetable in the study area and consumed the leafy vegetables in their day-to-day lives. The data was analyzed with the help of a tabular method and simple statistical tools. For the Likert-type scale question’s reliability test (internal consistency) Cronbach’s alpha value was estimated and the Chi-square p-value was estimated to validate a hypothesis against observed data. The study revealed that consumers mostly prefer to buy leafy vegetables like coriander, oregano, basil, mint, fenugreek, lettuce, spinach, etc., and they prefer morning time for purchase. When consumers buy, they highly expect freshness, nutritive value, and the smell of leafy vegetables and like to see the leafy vegetable section of the store first and then they decide to purchase or not leafy vegetables. The Chi-square test analysis inferred that there was a significant influence of age and preferred place for buying leafy vegetables, education level, and preferred place for buying and education level and most influencing factor in the purchase of leafy vegetables. Suggestions are provided based on findings and interpretation of the data found during the study that the company should initially provide some discounts/offers to attract a greater number of consumers and offer fresh leafy vegetables. Also, the leafy vegetables section should be clean and attractive to the consumers so the company can generate more sales of leafy vegetables.