A Study on Consumer Perception Regarding Buying Fresh Produce in Organized Retail Stores in Bangalore, India: Do Demographics Matter?

Abstract

The present empirical research paper analyses the consumers’ buying pattern of fresh produce at organized retail stores from demographic perspective. The Indian retail sector is predominantly unorganized. However, organized retail units are fast emerging and becoming the preferred choice of consumers, especially in urban areas. The present research involved ample literature review pertaining to organized retailing of fresh produce, consumer perception regarding factors such as product attributes, price, discounts, promotion, parking, accessibility, ambience and the like and the role of various demographic attributes on consumer perception. The framework of analysis is two-fold; one — the impact of demographic attributes such as age, gender, income, education and marital status on purchase value and preference to visit organized retail stores and two — the association between consumers’ demographic attributes, and perception regarding organized retailing of fresh produce in 7 P’s services marketing mix framework. Statistical tools such as Mean scores, Standard Deviation, Chi-square and Anova were used for data analyses. Significant difference has been found across the demographic attributes considered for study with respect to purchase value, preference to visit organized retail stores for buying fresh produce, and consumer perception regarding almost all the attributes of services marketing mix.