YESWANTRAO CHAVAN MAHARASHTRA OPEN

UNIVERSITY, NASHIK

SYNOPSIS

Vegetable buying behaviors of consumer in Pune City

Submitted By

MR. BIRAJDAR AMIT DIGAMBER

Name of Course
M.B.A (III MM)
P.R.No 2012017002621897

2013-14

Project Supervisor

Prof. V.B. KANDHARKAR

MBA (MKTG)

Study Centre

Institute of Technology & Management College

V.I.P. Road, Nanded.
Centre Code
8571 A

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To Study of Vegetable buying behaviors of consumer

INTRODUCTION

Today is the time of competitive era and at this time of cut throat competition every industry
needs to survive.
Agriculture sector is the backbone of any economy. For the better understanding of this sector
this internship helped a lot to interns.
To know the reasons why the customers are going towards retail and why they are interested
to buy vegetables from local vendor
For this purpose a research was done in different area of loans. For the research part the data
collection was the objective to know the experiences of the customer’s perception, behavior,
and their preferred. Another task is to make the customers aware of new plans of retail sector.
The findings were important for the retail to make its strategy. The research told that still
people prefer local vendors rather then organized retail store. There is also a good indication
for the local vendors who are afraid of retail store
I recommended the retail to give emphasis on advertising and launch some innovative offer to
woo the customers. The retail also needs to improve its customer services and the price
policy.
At last I can say that through this benefited in a great way. They adopted my
recommendations in their marketing strategy; they have come with new advertising
campaign.

IMPORTANCE AND SIGNIFICANCE OF THE STUDY

1. Understanding the factors that affect the selection of a Vegetables.

2. To find out what additional facilities customers want in a courier service.
3. To make a SWOT analysis.
4. To find out what can be done to increase the awareness of Elbee courier services in
the market.

OBJECTIVES OF THE STUDY

The project was mainly undertaken to study the following objectives.

a. Understanding the factors that affect the selection of a particular Vegetables.

b. To make a SWOT analysis.
c. To find out what can be done to increase purchase of Vegetables in the market.

HYPOTHESES

 Courier Services is one of the most famous and familiar Services that can be targeted
to all age groups.
 Fast Delivery strategies attract the consumers.
 Creative interaction blogs for customers focus mainly on Delivery Services.

RESEARCH METHDOLOGY

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Research in Common parlance refers to search for Knowledge. It’s a scientific and systematic
search for pertinent information on specific topic. Research is an art of Scientific
investigation its mean Systematized effort to gain new Knowledge.

According to Clifford woody “Research Comprises defining and redefining problem

formulating hypothesis or suggested solution Collecting, Organizing and evaluating data
making deductions and reaching Conclusion at Carefully testing the Conclusion to determine
whether they fit the formulating hypothesis.

In Short the Search for Knowledge through Objective and systematic method of finding
solution to a problem is research its refer to the systematic method Consisting enunciating the
problem, formulating a hypothesis, Collecting the fact or data analysis the fact and reaching
Certain Conclusion in the form of Solution.

Type of Research

There Are Two Type Of Research Design Are Following:-

 Descriptive Research Design

 Quantitative Research Design

Descriptive Research Design:

Descriptive research includes survey and fact finding enquiries of different Kinds. The
major Purpose of descriptive research is description of State affairs as it exists in present.
In social and business research we quite often use. We have done Survey found fact by
personal interview so it is descriptive.

Quantitative Research Design:

Quantitative research is based on the measurement of quantity or amount. It is applicable to

phenomena that can be expressed in term of quantity. We have also found requirement in
quantity so it’s the quantitative research.

Duration of project: - 6 weeks

POPULATION
 Specific Area:- Vaishali Nagar
C-Scheme

SAMPLE DESIGN

Sample design refers to the technique or the procedure the researcher would adopt in
selecting item for the Sample. Sample design may be well lay down the number of items to
be included in the sample that is the size of the sample design is determined before data are
collected. There are many Sample designs from which a researcher can choose some designs
are relatively more precise and easier to apply than other researcher must select a sample
design which should be reliable and appropriate for his research study.

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 Here we have used random sampling and the sample size was 50. We have made a
questionnaire through personal interview filled the questionnaire.

DATA COLLECTION

Basically there are two main method of data Collection primary data and Secondary data.
Primary data are those which are collected freshly and the first time and thus happen to be
original in character. Other hand Secondary data are those which have already been collected
by someone else and which have already been passed through the Statistical granting.

PRIMARY DATA:
QUESTIONNAIRE METHOD: -

This method of data collection is quite popular, particularly in case of big enquiries. It is
being adopted by private individuals, research workers private and public organization and
even by governments in this method a questionnaire Consists of a number of question printed
or typed in definite order on a form or set of form I have made a Questionnaire for Survey.

PERSONAL INTERVIEWS:
The interview method of collecting data involves presentation of oral verbal stimuli and reply
in term of oral verbal responses. We have used this method through personal interview.

SECONDARY DATA:

Secondary data means data that are already available they refer to the data which have
already been collected and analyzed by someone else. We have used for it following method
Internet and journals of company. As I used journals related to local market, reliance fresh,
more and safal, which was very useful.

OBJECTIVE OF THE STUDY

The Purpose of research is to discover answer to question through the Application of

scientific procedure. The main aim of research is to find out the truth which is hidden and
which has not been discovered as yet.

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 To know and apply different market research techniques in our study as follows:
o Sampling Design
o Research Methodology
o Questionnaire Design

 To highlight the satisfaction level regarding products

 To know the perception regarding vegetable buying behavior of consumer
 My project will try to understand that why after reliance fresh or other vegetable retail
store consumer buy vegetable from local market.

 It also helps to relate what type of marketing strategy reliance fresh is using to attract
consumers.

 From where a consumer want to purchase vegetables.

 To gain familiarity with a phenomenon or to achieve new insights into it (Studies with
this object in view are termed as exploratory or formulate research studies)

 To Portray accurately the characteristics of a particular individual Situation or a group

(Studies with this object in view are known as descriptive research studies)

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LIMITATIONS:

 Due to the financial & time constraints the study was limited to our place thus the
conclusion arrived in the end rely in short term experience.
 Being an opinion survey the personal bases of the respondents might have entered into
their responses.
 Time constraints resource constraints were some of the limitations.
 The selected sample might have affected the results of the study therefore the findings &
conclusions of the study are only suggestive & not conclusive.
 Sample was chosen according to convenience & judgment sampling & not according to
random sampling.
 The sampling error that appeared due to the kind of sampling technique adopted.
 Indifference and lack of interest disposed by a few respondents leading to unauthentic
responses.
 Time proved to be a major constraint as far as collection and analysis of data was
concerned.

To overcome the above limitations and to minimize their impact on the findings of my
report I had to meet more respondents than my actual sample size

Expected Contribution

As part of the project we had make a survey with the help of questionnaire that has to taken
to different people to get perception towards local vegetable market and organized retail
store. The questionnaire is passed on the general public and requested to give their opinion
that from where they would like to buy vegetables and why? The questionnaire Consists of
both open and close ended question the main motto behind the Study is to find out how
people react against the retail store and local vendors.

In research methodology we have used random sampling and sample size was 50.
Simple random sampling method is followed where every member of population have equal
chance of been selected. The questionnaire is administrated on sample to find out their
perception local vegetable market and organized retail store. After analysis of questionnaire
Conclusions were made based on finding from pie charts and graph.

RECOMMENDATION

 Adequate training improves the skill of employee.

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  Company should put stress on supply chain management

 Adequate transparency in price and weight.

 Retail should Maintain proper Customer relationship

 Company should take care its weekly review of customer to get customer loyalty and
to know the growth.

 Store must be available at foot step, so try to open other stores.

 There must be proper management information system in retail

 Time to time retail store launched new offer for the customers with extra unique
features.

Conclusions

Conclusions are the final paragraphs of an essay in which the write sums up the main point,
concluding the discussion. They are often the most difficult part of an essay

Conclusion of this study states that Agriculture plays a very important role in the economy of
a country. It has made a significant impact in the advancement of our country’s economic
growth.
Vegetables play significance role in Indian cuisin in any part of the country. And Indians are
very much care for healthy food

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As time changes buying behavior is also changing now days many retail sector are trying to
attract customers by opening retail store namely reliance fresh, Spence ,safal ,more, but local
vegetable vendor are still here with high profit
In India local vegetable future is safe because still people prefer to go buy vegetables from
local vendors.

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 Question for customer

Name ……………………………………………………….
Sex…………………………………………………………..
Age…………………………………………………………..
Address……………………………………………………..

Q1.How many members are in your family?

……………………………………………………………..

Q2.Who usually go buy to vegetable in your family?

a) you
b) you with kids
c) your husband/wife
d) with family

Q3.In a weak how many times you go to buy vegetables?

a) one time
b) 2-3 time
c) daily

Q4. How much quantity you purchase in a particular day?

a) 1-2 k.g.
b) 3-5 k.g.
c) More than 5 k.g.

Q5. From where do you prefer to buy vegetables-vendor or retail and why?
…………………………………………………………………………………………………
…………………………………………………………………………………

Q6.Which retail outlet you prefer to buy vegetables?

a) local market
b) reliance fresh
c) more
d) safal
e) Spencer
f) 6 to 10
g) Any other

Q7.Why you prefer such outlet?

…………………………………………………………………………………………………
……………………………………………………… … …………………….

Q8.Do you find any display difference in outlets?

a) yes
b) no

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Q9.What do you prefer price or quality?
a) price
b) quality

Q10.Do you find any price difference from local vegetable market and organized retail
outlet?
a) yes
b) no

Q11.Do you go to buy vegetables from retail outlet when offers available?
a) yes
b) no

Q12 what do you think is the future of vegetable vendor, will they vanish or they survive
(talking in terms on Indian market behavior)?
…………………………………………………………………………..
…………………………………………………………………………..

Q13 Generally, it is seen that vegetables available with vendors are greener and fresher than
retail outlet? Please comment
……………………………………………………………………………..
………………………………………………………………………………

Thank you

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BIBLIOGRAPHY

Internet:

www.wikipedia.com
www.google.com
: http://www.hindu.com/2007/09/30/stories/2007093057550100.htm
www.india-reports.com

Magazines:

Business Today (Various Issues)

Business World (Various Issues)
Business India (Various Issues)

News Papers:

Economic times
Business standard
Business line
Financial express

Text books:

“Research Methodology” By C.R.Kothari.

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