Consumer Purchase Behaviour towards Leafy Greens in a Specialized Retail Store

Published On: 2020-12-16 08:58:30

Price: ₹ 500

Author: R. Likith , S. Moghana Lavanya , K. Mahendran and B. Krishnakumare 1 2* 3 4

Author Address: 1 2 3 4 PG Scholar, Assistant Professors (ARM), Professor (ARM), and Research Scholar, Department of Agricultural and Rural Management, Tamil Nadu Agricultural University, Coimbatore-641003 (Tamil Nadu)

Keywords: Consumer, green leafy vegetables, marketing, ready to cook, value-added products.

JEL Codes: D19, E20, M30, M37.


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 the purchase of greens and non-availability of variety, poor packaging materials were the major problems faced by the sample consumers.


Indian Journal of Economics and Development
Volume 16 No. 4, 2020, 636-640

Indexed in Clarivate Analytics (ESCI) of WoS
Scopus: Title Accepted 
NAAS Score: 4.82