Consumer preference regarding organised fresh fruits and vegetables retail outlets

The study was conducted with the objectives to identify the various factors which influence consumer preferences and variation in consumers’ preferences across different demographic variables for the purchase of fresh fruits and vegetables from the organized retail outlets. The total sample consisted of 150 consumers constituting 75 consumers each from the organized and unorganized fruits and vegetables retail stores, respectively. It was found that most important attributes for selection of stores were product quality, location and variety. The availability of all products under one roof and product variety were the most important factors due to which customers preferred organized stores over the unorganized ones. It was found that some of the demographic factors such as education, age and income of the consumers determine the consumer preference for organized vis-à-vis un-organized fresh fruits and vegetables retail outlets.