Buying behaviour of consumers through cooperative vegetable store: A case study of Pannai Pasumai nugarvor kooturavu kadai (PPNKK) in Chennai city

Pannai Pasumai Nugarvor Kooturavu Kadai (PPNKK) situated in Chennai city was selected for the present study. Required information was collected from the sample of 60 purchasers of vegetables at selected farm fresh co-operative vegetable store in Chennai city using a pre-tested structured schedule. The main objective of the study was to analyse the consumer behaviour and satisfaction level of the consumer. The statistical tools like percentage, scaling technique and ranking analysis were used. The results revealed that 15 per cent of the respondents were purchasing vegetables sometimes in PPNKK, and spent more than Rs.400 per week. The perception level of 38.30 per cent of the respondents was high and 28.30 per cent of sample consumers have got poor level of perception. Reasonable price and quality of the produce were important factors influencing purchase of vegetables in PPNKK. Hence the study concluded that Pannai Pasumai Nugarvor Koottuaravu Kadai (PPNKK) is an innovative market system which plays a strategic role in making the agricultural marketing system highly effective. For effective agricultural marketing system, continuous vigilance and follow up actions need to be taken by the government officials. The government action alone would not be sufficient and the consumers and farmers must go hand in hand to get the complete elimination of middleman to preserve the existing mutual benefits.