Factors Influencing Consumers’ Purchasing Behaviour on Exotic Vegetables in Coimbatore City

Scope of the Study: The purpose of this paper is to understand factors influencing consumer behavior in purchasing exotic vegetables in Coimbatore city.

Design/Methodology/Approach: A total of 125 respondents were personally surveyed with a well-constructed and pre-screened interview schedule. The sample constitutes both the female and male consumers those purchase exotic vegetables in markets and as well as organized retail stores like Reliance Fresh, SPAR, Nilgiris, Pazhamuthir Nilaiyam. These respondents are spread across the well-developed Coimbatore city. Simple statistical analyses such as descriptive analysis, factor analysis, and analysis of variance to assess the factor influencing consumers’ purchasing of exotic vegetables were carried out.

Findings: Findings of the study indicate that the exotic vegetable purchase decision was majorly done by female consumers. The people of the age group of 21-30 years were highly interested in purchasing exotic vegetables. A higher level of education and higher income groups prefer exotic vegetables in their food habit. The result of the factor analysis of various attributes of exotic vegetables indicated that 66.65% accounting for four factors that include value aspect, health-oriented, lifestyle & external information, and quality prospects of vegetables.

Research Limitations: It is limited to the data collected through the framed and closed-ended questionnaire. The study being a primary one, the accuracy and reliability of data depend upon the information provided by the respondents. The respondent’s views and opinions may hold good for the time being and may vary in future

Practical Implication: The result of the respondents based on various socio-demographic profiles and product factors will help the farmers/retailers to understand the needs of consumers in the emerging market of exotic vegetables in a better way.

Originality/Value: The study topic is relatively less researched in terms of consumer perspectives and also it has a wide scope among consumers. It has emerging market growth, especially where organized retail stores and its still early stage.