Consumer Purchase Behaviour towards Leafy Greens in a Specialized Retail Store

Abstract

The research study intended to explore the consumer purchase behaviour of leafy greens at a specialized retail store in Coimbatore. The study broadly focused on three aspects viz. factors that influenced the purchase of greens in the store, awareness about ready to cook and value-added products of greens and problems faced by consumers while purchasing them. The information was collected from 50 respondents by adopting the purposive sampling procedure. Percentage analysis was used to analyze the awareness of ready to cook and value-added products of greens. It was concluded that the store information brochure was the major source of influence in purchase of greens. It was also inferred that among all attributes, product freshness was the primary reason for purchase of greens and non-availability of variety, poor packaging materials were the major problems faced by the sample consumers.