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An Exploratory study of factors related to Consumer Behaviour towards purchase of Fruits and Vegetables from different Retail Formats

Hemantkumar P Bulsara, Kshitij G Trivedi


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The purpose of this study is to identify the variant consumer behaviour aspects in purchasing of the perishable products especially like fruits and vegetables in context with Asian consumers keeping the main focus towards developing retail markets especially in Indian context. Different channels of retailing and their formats with Foreign Direct Investment will help the global retail giants to enter the markets by identifying diverse purchasing factors related to fruits and vegetables as it forms the staple product of consumption irrespective of the demographical, physiological, socio – economic variables across the countries or their individual states. 


Behaviour; fruits; vegetables; retail formats; Channels; consumers

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