ppt of V&F

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Objective of Study:

Primary Objective:ØTo study on consumer buying behavior of households for fruits andvegetables.

Secondary Objective:ØUnderstand the preference of households of Ahmedabad .ØTo study the fruit and vegetable industry .ØTo identify problems faced by of households for purchasing fruits andvegetable

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Research Design:

ØType of Research :It is a Problem identification type Research. Problem is about the behaviour of consumers who buy vegetables and fruits. Research also helps to identify

parameters which shape the consumer behaviour.

ØAnalytical model :It is Graphical method for analysis of data. There is a Bar chart and Pie chart

which is used for analytical purpose.

ØType of Research Design:Descriptive Research Design is the type of Research design. Surveys methodis used for this project. In survey method , There is a interviews with a largenumber of respondents using a predesigned questionnaire.

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Sample for Household:

A subgroup of the elements of the population selected for participation in thestudy. We found a 90 sample size appropriate for the ahmedabad market.

Sampling Technique :

Stratified Random sampling method is used for collection of sample. ThenSelect random fours area for the collection of sample.

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Data Analysis:

Classification of Respondents on the basis of Gender

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Respondent Ocupation

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Who buys Vegetables and Fruits in your family?

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How much do you spend for buying Vegetables in a m onth?

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How much do you spend for buying Fruits in a month?

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ere do you generally buy vegetables fro

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ere do you generally buy fruits fro

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When do you buy Vegetables?

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When do you buy Fruits?

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How often do you buy Vegetables?

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How often do you buy Fruits?

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Influential factor Rank

Best Price 1

Quality/Fresh 2

Variety 3

Convenience 4

Discounts/Offers 5

Customer Service 6

Rank the influential factor for Purchase Point for Vegetables and Fruits:

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Rank

Sabji mandi 1

Thelawala/Lariwala 2

Retail outlet 3

Rank the Preference for Place of Purchase for Vegetables andFruits:

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Pattern of buying

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For sudden need where do you purchase?

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Do you want to change your purchasing point?

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What are the type of convenience ,you are looking for a Purchasing Point?

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Findings:ØIn Ahmedabad , 54.5% of Women /Wife are buying Fruits and Vegetables intheir family and only 10% of Husband/Male are buying Fruits and Vegetablesin their family.

Ø60% of Family are spend Rs. 500 to 1500 for Vegetables in a month while only46.7% of family are spend Rs.500 to 1500 for Fruits in a month. So, Familiesare more spend on Vegetables as compared to Fruits in Ahmedabad.

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Most of Family buy their Fruits and Vegetables from Sabji mandi / Thelawalain Ahmedabad.

ØMost of the Household are purchasing Fruits and Vegetables in the Afternoonin Ahmedabad.

ØHouseholds are purchasing Vegetables Everyday but They are purchasingFruits Twice a Weeek.

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ØHouseholds are influenced in a same manner to buy Fruits and Vegetablesfrom their choice of Purchase Point. The Rank for influential factor are asfollow:

1) Best Price2) Quality/Freshness3) Variety4) Convenience5) Discount Offers6) Customer Service

ØHouseholds are also give rank in similar manner to buy Fruits and Vegetablesfor Purchasing Point. The Rank for Purchasing Point are as follow:

1) Sabji Mandi2) Thelawala/Lariwala3) Retail Outlet

Ø80 % of Households are planed special visit to buy Fruits and Vegetables.

Ø 20% of households are club their buying process with Morning walk ,Dropping child to school and Return from Job.

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ØHouseholds are mostly dependent on Local market for their Sudden need of Fruits and Vegetables in Ahmedabad.

Ø65% of the households does not want to change their Purchasing Place because they are satisfied with it.

ØMost of the households are looking for Convenience like Proximity to home,Time Preferences, Home Delivery.

ØVery negligible no. of Households are interested for Web enabled service.

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Recommendations:

ØPricing strategy

The pricing strategy should be designed in such a way so as to be

competent with the Local market. They rated Price as most influentialfactor for buying Vegetables and Fruits. So, They want more quantity inless money.

ØCommunication As is seen that major concern for consumers is the health aspect. They

have a perception that Retailers are not stored under good conditions.Secondly, they also feel that Local market has fresh Vegetables and Fruits.The advertising, communication and promotion should revolve around this

point. hence proper awareness have to be created by companies.

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ØDeliver excellent buying experiences:The most important for food products is concerned word of mouth iswhere marketers should work on. This can only happen if theconsumers are satisfied with their experience and will they give a

positive word of mouth feedback to their relatives and friends.

ØWork on its strengths:The Retail marketers should bank upon its strengths i.e. time saving,effort saving and easily available option. The promotion, Packagingshould revolve around these characteristics.

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ØMost of the Consumers are buying their Vegetables and Fruits in

Afternoon. So, Retailers are made their distribution arrangement in a waythat Fresh Vegetables and Fruits are directly came into outlet beforeAfternoon.

ØRetailer has to get Vegetables and Fruits from near by villages of Ahmedabad so,It will be easy for retailers to provide fresh fruits andvegetables to consumers.

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CONCLUSION

ØPrice- Consumers are highly price sensitive. They judge the product basedon their price and more or less the repeat purchases are impacted by pricefactor. Same is the case with Vegetables and Fruits.

ØValue proposition –Vegetables and Fruits should be perceived as a value proposition by customers. Value proposition means it should be able to savelot of time and money with sufficient quantity with in same Visit of

Buying.

ØValue for money - Consumers should perceive Vegetables and Fruits asValue for money i.e. they should feel the money they spent on it, is wellspent and not wasted. This is where repeat buying can be induced. If consumers see Vegetables and Fruits as a Value for money option they will

not look for other options like going to a Local market.

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ØQuantity and Quality of food - Indians are used Vegetables and Fruits toeating a full course meal on any day. Hence the quantity in stores should besufficient. Consumers are looking for Quality of Vegetables and Fruits.Consumers are perceived Freshness as quality parameters for their Vegetables

and Fruits. So, Retail store should be strengthen their distribution channel at alevel that Vegetables and Fruits should be Fresh.

ØHealthy conditions -the Target market for Vegetables and Fruits are theeducated individuals who are short of time for Retail outlet. These educatedindividuals have their own opinion and won’t take anything as given andhealth being their main concern in this fast paced life.

ØEasy availability - The biggest competitor for Retail outlet are Local marketwhich are easily available geographically and accessible with the option of doorstep delivery. Hence Retailers has to be made available in such way that it

can be easily accessible by the consumers during normal shopping as well asduring emergencies.

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Bibliography:

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Thank you………

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ppt of V&F