Farmers Corrected New

A STUDY ON BUYING BEHAVIOUR OF FARMER’S MARKET AND SUPERMARKET
IN COIMBATORE CITY
Project submitted to Bharathiar University in partial fulfilment

of the requirements for the award of the Degree of
BATCHELOR OF COMMERCE WITH COMPUTER APPLICATIONS
Submitted by
M.MEGALA
(Reg.No. 18BCC0129)
Under the Guidance of

Dr. K. PREMALATHA MBA., Ph.D.,
Assistant Professor, Department of Commerce with Computer Applications
DEPARTMENT OF COMMERCE WITH

COMPUTER APPLICATIONS
Dr.SNS RAJALAKSHMI COLLEGEOFARTS ANDSCIENCE
(AUTONOMOUS)
Accredited by NAAC (Cycle-III)with “A+”Grade
(RecognisedbyUGC,ApprovedbyAICTE,NEWDELHIandAf
filiatedtoBharathiarUniversity)COIMBATORE–641 049.
TAMIL NADU, INDIA.
MAY– 2021
1
CERTIFICATE
2
Dr.SNS RAJALAKSHMI COLLEGEOFARTS ANDSCIENCE
(AUTONOMOUS)
Accredited by NAAC (Cycle-III)with “A+”Grade
(RecognisedbyUGC,ApprovedbyAICTE,NEWDELHIandAf
filiatedtoBharathiarUniversity)COIMBATORE–641 049.
CERTIFICATE
This is to certify that the project entitled “A STUDY ON BUYING BEHAVIOUR OF

FARMER’S MARKET AND SUPERMARKET IN COIMBATORE CITY”
Submitted to the Bharathiar University, in Partial fulfillment of the requirements for

the award of the Degree of BATCHELOR OF COMMERCE WITH
COMPUTERAPPLICATIONS is a record of original research work done by
M.MEGALA (Reg.No18BCC0129) during the period 2018-2020 of his research in
the Department of Commerce with Computer Applications at Dr. SNS Rajalakshmi
College of Arts and Science (Autonomous) Coimbatore – 641 049.
GUIDE HEAD OF THEDEPARTMENT
Submitted for Viva-Voce Examination held on …………………….
INTERNALEXAMINER EXTERNAL EXMINER

3
DECLARATION
4
DECLARATION
I, M.MEGALA (Reg.No.18BCC0129) hereby declare that the project, entitled “A

STUDY ON BUYING BEHAVIOUR OF FARMER’S MARKET AND SUPERMARKET
IN COIMBATORE CITY “submitted to the Bharathiar University, in partial fulfillment
of the requirements for the award of the Degree of BATCHELOR OF COMMERCE
WITH COMPUTER APPLICATIONS is a record of original and independent
research work done by me during Jan – April 2021 under the supervision and guidance
of Dr. K. PREMALATHA MBA., Ph.D., Assistant Professor, in the Department of
Commerce with Computer Applications in Dr. SNS RAJALAKSHMI COLLEGE OF
ARTS AND SCIENCE (AUTONOMOUS) COIMBATORE – 641 049.
Place: Coimbatore Signature of the Candidate
M.MEGALA
(Reg.No18BCC0129)
5
ACKNOWLEDGEMENT
6
ACKNOWLEDGEMENT
I express my sincere thanks to all good-hearted souls who have contributed a lot for the
successful completion of this project.
If words are considered as symbols of approval and tokens of acknowledgement, then let
the words play the heralding role of expressing my gratitude to all who have helped me directly
and indirectly during my project work
It is a great pleasure and privilege to acknowledge and express my deep sense of gratitude to my
guide Dr. K. PREMALATHA MBA., Ph.D., Assistant Professor Department of Commerce
with Computer Applications of Dr. SNS Rajalakshmi College of Arts and Science,
(Autonomous) Coimbatore-641 049, for his valuable guidance, expert advice and at most
involvement in every stage of this research. He stood behind me as a tower of strength to
complete this mammoth task successfully.
I express my deep appreciation to Head of the Department of Commerce with Computer

Applications Dr.R.MAHESWARI M.Com (CA)., M.Phil., B.Ed., M.B.A., Ph.D.,ofDr.SNS
Rajalakshmi College of Arts and Science, (Autonomous) Coimbatore-641049, for providing
necessary arrangements to do this project successfully.
I warmly acknowledge my sincere and devoted thanks to the CEO, Dr.

M. DANIEL M.Sc., M.Phil., Ph.D., and the Principal, Dr. K. PREM NAZEER M.Sc.,
M.Phil., Ph.D., of Dr. SNS Rajalakshmi College of Arts and Science (Autonomous)
Coimbatore-641 049, for their valuable guidance and support throughout my higher studies in
thiscollege.
I stand obliged to the Chairman Dr. S. N. SUBBRAMANIAN M.Tech., Ph.D., M.B.A.,
M.Phil., Ph.D., and the Correspondent Dr. S. RAJALAKSHMI B.Sc., M.B.B.S., D.G.O., and
the Secretary Dr. V. S. VELUSWAMY M.Sc., M.Phil., Ph.D., Dip., Ed., and the Technical
Director Dr. S. NALIN VIMALKUMAR B.E., M.S., (U.S.A) Ph.D., (U.S.A) of Dr. SNS
Rajalakshmi College of Arts and Science, (Autonomous) Coimbatore – 641 049, for granting
necessary permission to undertake this research and also providing adequate facilities to
complete thesame.
7
I warmly extent my thanks to all the faculty members in Department of Commerce
with Computer Applications for helping me by giving necessary information about the project.
I wish to express my gratitude to our College Librarian Dr. G. ULAGANATHAN

M.A., M.L.I.S., M.Phil., PGDSA., PGDLAN., Ph.D., and Library Staff Members of Dr.
SNS Rajalakshmi College of Arts and Science (Autonomous) Coimbatore-641 049, for granting
permission to refer the books and providing adequate facilities to carry out thisproject.
I express my sincere gratitude to My Parents, Brothers and Sisters for their love and
affection which encouraged me to complete this projectsuccessfully
I express my sincere and special thanks to all My Loveable Friends,
All My Respondents and all other Well-Wishers who helped me in taking up such tasks and
who stood as pillars of strength to complete the projectsuccessfully.
Above all, I thank the GOD ALMIGHTY showering his abundant blessing on me in
each activity and for making each one of my attempts a successful one.
M.MEGALA
8
TABLE OF CONTENTS
9
CONTENTS
CHAPTER NO TITLE PAGE NO
LIST OF CHARTS AND TABLES
I INTRODUCTION
1.1 INTRODUCTION OF THE STUDY 19
1.2 INDUSTRY HISTORY 23
1.3 STATEMENT OF THE PROBLEM 29
1.4 OBJECTIVE OF THE STUDY 29
1.5 SCOPE OF THE STUDY 29
1.6 NEED OF THE STUDY 29
1.7 LIMITATIONS OF THE STUDY 29
II REVIEW OF LITERATURE 31
III METHOD OF DATA COLLECTION 35
IV DATA ANALYSIS AND INTERPRETATION 38-75
V FINDINGS AND SUGGESTIONS
5.1 FINDINGS 76
5.2 SUGGESTIONS 77
VI CONCLUSIONS 78
VII REFERENCES 79
VIII BIBLIOGRATHY 80
IX APPENDIX 82
10
LIST OF TABLES
11
LIST OF TABLES
Table. No Particulars Page. No
1 The gender classification of the respondents 38
2 The age factor of the respondents 40
3 The education qualification of the respondents 41
4 The occupation of the respondents 43
5 The marital status of the respondents 45
6 Annual income of the respondents 47
7 Preference of the respondents 49
8 Features is attractive while choosing the market of the 50

respondents
9 Years of shopping of customer of the respondents 51
10 Frequency of customer visiting market respondents 52
11 Influenced you to buy in market 53
12 Factors does you take into account while bargaining 54

the price
12
13 Table indicating the value 1-5 to the rate 55
14 Table indicating the organic foods bought from the farmers 56
15 Convenient Time Of The Day For You To Shop At 57

Farmers Market
16 Reasons for purchasing in market-Quality 58
17 Reasons for purchasing in market-Price 59
18 Reasons for purchasing in market-Availability 60
19 Reasons for purchasing in market- Freshness 61
20 Table indicating the value 1-6 to the rate 63
Table indicating the not consuming supermarket products 1-

21 3 to the rate 65
22 Table indicating for Rate the problems faced by consumers 67

while buying the products from supermarket 1-5
13
LIST OF CHARTS
Chart. No Particulars Page. No
1 Chart showing gender classification of the respondents 39
2 Chart showing the age factor of the respondents 41
3 Chart showing the education qualification of the respondents 43
4 Chart showing the occupation of the respondents 45
5 Chart showing the marital status of the respondents 47
6 Chart showing the Annual income of the respondents 49
7 Chart showing Preference of the respondents 51
8 Features is attractive while choosing the market of the Chart 53

showing respondents
9 Chart showing Years of shopping of customer of the 55

respondents
10 Chart showing Frequency of customer visiting market 57

respondents
11 Influenced you to buy in market 59

Chart showing
Chart showing Factors does you take into account while
12 bargaining the price 60
14
13 Chart indicating the value 1-5 to the rate 62
14 Chart indicating the organic foods bought from the farmers 63
15 Chart showing Convenient Time Of The Day For You To 64

Shop At Farmers Market
16 Chart showing Reasons for purchasing in market-Quality 65
17 Chart showing Reasons for purchasing in market-Price 67
18 Chart showing Reasons for purchasing in market-Availability 68
19 Chart showing Reasons for purchasing in market- Freshness 69
20 Chart showing indicating the value 1-6 to the rate 71
Chart indicating the not consuming supermarket products 1-3

21 to the rate 72
22 Chart indicating for Rate the problems faced by consumers 73

while buying the products from supermarket 1-5
15
CHAPTER-I
INTRODUCTION
16
1.1 INTRODUCTION OF THE STUDY
While globalization process continues in its full speed across the world, this has
brought environmental problems that affect all living beings negatively. These
environmental challenges have started to come to the agenda more and more in the recent
years. Consumers now have worries about the future of the world and as a result of this,
they prefer environment friendly products. Companies have started implementing their
marketing strategies so as to increase awareness on green policies in their pricing,
promotion, product features and distribution activities.
According to Peattie (2001), the evolution of green marketing has three phases.
First phase was termed as "Ecological" green marketing, and during this period all
marketing activities were considered to help solve environmental challenges and provide
solutions. Second phase was "Environmental" green marketing and the focus shifted on
clean technology that involved designing of innovative new products, which took care of
pollution and waste issues. Third phase was "Sustainable" green marketing which came
into origin in the late 1990s and early 2000.
Green marketing is a vital component of marketing research which began due to
increasing pressure on firms to present eco-friendly behavior. The growth in green
marketing over the years has been promoted by adoption of product packaging and
presentation to the public. There has been a continuous improvement from environmental
marketing practices as a result of legislations and pressure from environmental groups to
genuine efforts to improve sustainable marketing plans and behaving in an eco-
responsible manner (Polonsky and Rosenberger, 2001)
17
Concept of Green Marketing
Green marketing can be defined as the effort by a company to design, promote,
price and distribute products in a manner which promotes environmental protection
(Polansky, 2011). It has also defined as all activities designed to generate and facilitate
any exchanges intended to satisfy human needs or wants such that the satisfaction of
these needs and wants occur with minimal harmful impact on the natural environment
(Polonsky, 2011). Green or Environmental Marketing consists of all activities designed to
generate and facilitate any exchanges intended to satisfy human needs or wants, such that
the satisfaction of these needs and wants occurs, with minimal detrimental impact on the
natural environment.
There are self initiated projects as well as Non Governmental Organizations that
were formed for environmental purpose. For example, there is The Environmental Trust
of Kenya that was formed in 1997, with the purpose of empowering local communities
on environmental issues. The organization also organizes cleanup activities along the
Kenyan Coast. Many companies have realized the importance of the environment and
have clearly been captured in their strategic plans. Chandaria Industries has a Strategic
Business Unit that converts waste paper into a reusable product (Kalama, 2007). The
obvious assumption of green marketing is that potential consumers will view a product or
service's "greenness" as a benefit and base their buying decision accordingly.
The not-so-obvious assumption of green marketing is that consumers will be
willing to pay more for green products than they would for a less-green comparable
alternative product - an assumption that has not been proven conclusively (Polonsky,
2011). While green marketing is growing greatly as increasing numbers of consumers are
willing to back their environmental consciousness with their shillings, it can be
dangerous. The
18
public tends to be skeptical of green claims to begin with and companies can
seriously damage their brands and their sales if a green claim is discovered to be false or
contradicted by a company's other products or practices. Presenting a product or service
as green when it's not is called green washing (Polonsky, 2011)
Consumer Buying Behavior
Consumer behavior is defined as the behaviour that consumer display in searching
for, purchasing, using, evaluating and disposing of products and services that they expect
will satisfy their needs. Consumer behaviour focuses on how individuals make decisions
to spend their available resources (time, money, effort) on consumption-related items that
includes what they buy, why they buy, when they buy it, where they buy it, how often
they buy it, how often they use it, how they evaluate it after the purchase and the impact
of such evaluations on future purchases, and how they dispose of it (Bello, 2008)
The green consumer is generally defined as one who adopts environmentally
friendly behaviors or who purchases green products over the standard alternatives. Green
consumers are more internally-controlled as they believe that an individual consumer can
be effective in environmental protection. Thus, they feel that the job of environmental
protection should not be left to the government, business, environmentalists and scientists
only; they as consumers can also play a part. They are also less dogmatic and more open-
minded or tolerant toward new products and ideas. Their open-mindedness helps them to
accept green products and behaviors, more readily (Shamdasani, 1993).
Making an environmentally friendly product is not enough by itself for a
sustainable world. Environmental awareness is also needed in matters regarding
consumption. Consumers also have important tasks in this matter as well as the people
managing the marketing operations of the businesses.
19
Environment by using their purchasing power and with their post consuming
responsibilities. The trend to use environmentally friendly products containing materials
which are not harmful to environment and human health (i.e. green products) has become
popular among consumers, thanks to this environmental awareness. Within this context,
the people who aim to protect themselves and the environment with their purchasing
power are identified as “green consumers” (Naturalhaber, 2010).
Companies that develop new and improved products and services with
environment inputs in mind give themselves access to new markets, increase their profit
sustainability, and enjoy a competitive advantage over the companies which are not
concerned for the environment. There are basically five reasons for which a marketer
should go for the
Adoption of green marketing. They include opportunities or competitive
advantage, corporate social responsibilities (CSR), government pressure, competitive
pressure and cost or profit issues.
Organizations will through this study get an insight on how best to construct
investment portfolio among other industry firms. Competitors will use the study as a tool
to analyze weakness and strength of their opponents to enable them make decisions to
outperform them. This study will provide a tool that will help firms not only in
comparing future profitability with their opponents but also in making decisions that will
enable them outshine their competitors. Regulators will be able to understand the
importance of operational risk management to firm‟s performance, hence formulate rules
that will make the preparation of financial statements to be more objective.
20
1.2 INDUSTRY PROFILE
Agriculture is the science and art of cultivating plants and livestock. Agriculture was
the key development in the rise of sedentary human civilization, whereby farming
of domesticated species created food surpluses that enabled people to live in cities.
The history of agriculture began thousands of years ago. After gathering wild grains
beginning at least 105,000 years ago, nascent farmers began to plant them around 11,500
years ago. Pigs, sheep and cattle were domesticated over 10,000 years ago. Plants were
independently cultivated in at least 11 regions of the world. Industrial agriculture based on
large-scale monoculture in the twentieth century came to dominate agricultural output,
though about 2 billion people still depended on subsistence agriculture into the twenty-first.
Modern agronomy, plant breeding, agrochemicals such as pesticides and fertilizers,

and technological developments have sharply increased yields, while causing widespread
ecological and environmental damage. Selective breeding and modern practices in animal
husbandry have similarly increased the output of meat, but have raised concerns about animal
welfare and environmental damage. Environmental issues include contributions to global
warming, depletion of aquifers, deforestation, antibiotic resistance, and growth
hormones in industrial meat production. Genetically modified organisms are widely used,
although they are banned in some countries.
The major agricultural products can be broadly grouped into foods,

fibers, fuels and raw materials (such as rubber). Food classes
include cereals (grains), vegetables, fruits, oils, meat, milk, fungi and eggs. Over one-third of
the world's workers are employed in agriculture, second only to the service sector, although
the number of agricultural workers in developed countries has decreased significantly over
the centuries.
A farmer (also called an agriculture) is a person engaged in agriculture, raising living

organisms for food or raw materials. The term usually applies to people who do some
combination of raising field crops, orchards, vineyards, poultry, or other livestock.
More distinct terms are commonly used to denote farmers who raise
specific domesticated animals. For example, those who raise grazing livestock, such
as cattle, sheep, goats, and horses, are known as ranchers (U.S.), graziers (Australia & U.K.),
or simply stockmen. Sheep, goat, and cattle farmers might also be referred to respectively
as shepherds, goatherds, and cowherds. The term dairy farmer is applied to those engaged
primarily in milk production, whether from cattle, goats, sheep, or other milk producing
21
animals. A poultry farmer is one who concentrates on raising chickens, turkeys, ducks,
or geese, for either meat, egg, or feather production, or commonly, all three. A person who
raises a variety of vegetables for market may be called a truck farmer or market
gardener. Dirt farmer is an American colloquial term for a practical farmer, or one who farms
his own land.
In developed nations, a farmer (as a profession) is usually defined as someone with an

ownership interest in crops or livestock, and who provides land or management in their
production. Those who provide only labor are most often called farmhands. Alternatively,
growers who manage farmland for an absentee landowner, sharing the harvest (or its profits)
are known as sharecroppers or sharefarmers. In the context of agribusiness, a farmer is
defined broadly, and thus many individuals not necessarily engaged in full-time farming can
nonetheless legally qualify under agricultural policy for various subsidies, incentives, and tax
deductions.
Techniques
In the context of developing nations or other pre-industrial cultures, most farmers

practice a meager subsistence agriculture—a simple organic farming system employing crop
rotation, seed saving, slash and burn, or other techniques to maximize efficiency while
meeting the needs of the household or community. Historically, one subsisting in this way
may have been known as a peasant.
In developed nations, however, a person using such techniques on small patches of

land might be called a gardener and be considered a hobbyist. Alternatively, one might be
driven into such practices by poverty or, ironically—against the background of large-scale
agribusiness—might become an organic farmer growing for discerning consumers in
the local food market.
ORGANIC FARMING
In the context of changing world scenario towards organically produced Food,
organic farming is gaining importance worldwide. India, as a result of "Green Revolution"
has attained self sufficiency in food grain production and is able to feed the 1.2 billion
mouths. But this has definitely led to overexploitation of our natural resources and
indiscriminate use of chemicals for cultivation. With food safety concerns looming large,
we have to definitely take a stand on sustainable agriculture by adopting organic farming
methods especially in food crops.
22
Realizing this, the following announcement was made by the Hon’ble Minister for
agriculture on the floor of the assembly during the Agriculture Demand on 19.04.2012
regarding Organic Farming policy of the State.
This announcement has already instilled a sense of responsibility among the stake
holders and public and it is imperative to draft the policy immediately.
RATIONALE
Though our state tends to be a pioneer in most of the technologies and policies, we are
found to be lagging behind states like Sikkim, Himachal Pradesh, Nagaland, Karnataka,
Kerala, Andhra Pradesh and Uttaranchal as far as Organic Farming is concerned.
Organic Farming strategies can be devised only based on a strong State policy. The
method of implementation and agencies involved can also be defined based on a policy.
Hence these attributes form a part of the State Organic Farming Policy.
RETAILER
Definition: A retailer is a company that buys products from
a manufacturer or wholesaler and sells them to end users or customers. In a sense, a retailer
is an intermediary or middleman that customers use to get products from the manufacturers.
What Does Retailer Mean?
The retail system has been in place forever. It works like this. Manufacturers design
and produce goods and products, but they rarely ever market and sell them to customers
directly. Being able to produce goods is much different than being able to sell the goods to
end-users. This is why most manufacturers stick to producing.
Retailers are experts in marketing, sales, merchandise inventory, and knowing their
customers. They purchase the goods from the manufacturers at cost and market them to
consumers at retail prices. The retail price can be anywhere from 10 percent to 50 percent
higher than the manufacturer cost. You can think of this as a marketing and advertising fee.
Retailers spend millions of dollars on marketing campaigns to help sell products they carry.
These advertising budgets come from the markup on the goods.
Example
A good example of a tradition retailer is Best Buy. It purchases goods from
manufacturers like Sony and Whirlpool at cost and sell them to consumers at a higher price.
For the most part, Best Buy doesn’t manufacture any of the products it carries.
23
Consumer behavior
There are significant variations across cities. While the single largest expense across
all southern regions is food, Chennai spends the highest proportion on education while
Delhi spends highest on personal transport. There is tremendous boost in prosperity, both
nationally and at regional levels. Distinct regional and city specific variations in spending
The largest growth in prosperity has been in the south where the high income household has
grown the fastest. About 70 per cent of India’s rich live in eight states including Karnataka
and Tamil Nadu. Across all the middle and high income classes, except the super rich,
growth has been highest in the southern region. The southern states have also seen the
largest decline in poor/low income households. Per capita income in South India is around
$510. Highest saving rate is also seen in the southern region.
Customer focus is the key to retail success. There are various key elements that
differentiate South India from the rest of the country and present retailers with unique
challenges and opportunities. Higher literacy rates, lower population growth rates, and
higher levels of urbanisation offer tremendous untapped potential for retailers in South
India. The diversity in language and ethnic and cultural practices, as well as higher price
and brand sensitivity of customers, induce retailers to adopt distinctive retail strategies for
different parts of the South.
South India has always been at the forefront of the retail revolution with several
firsts-examples include the largest toy store, Kemp Fort; the largest film city, Ramoji Film
City; and even the first mall of the country, Spencer’s Plaza in Chennai. The way forward
for the retail sector in India should be a growth model that is inclusive of unorganised
retailers as well. The huge potential that South India offers to retailers, giving the example
of Viveks-the company achieved a turnover of Rs 100 crore in just 105 days last year,
which is a stark contrast to the fact that its first landmark of Rs 100 crore has been achieved
only after 30 years of operations.
Good retail is a judicious blend of information-led customer management and an
attitude to serve. South India, by virtue of its high literacy levels, brand loyalty, and quality
consciousness, offers huge potential for retailers. The backend information management and
technology has an important role to play in the growth of the retail segment. Therefore, this
is one retail function where the South, by virtue of its developed technology industry, can
significantly contribute to the retail industry.
24
South India has long been acknowledged as a pioneering base for organised retail in
India. However, it is now time to move up the chain, with more advanced retailing practices
that will integrate it with some of the world’s best practices in store operations, management
and vendor sourcing. The shop can emerge as a nodal point for such information and
business opportunities to meet each other.
Fashion brand, Allen Solly, has launched a flagship store in Thiruvananthapuram.
The new branch is its first exclusive store in Kerala and is an indication of the state’s
growing importance in the brand distribution strategy. The new 2,500 sq ft store spread over
two floors is in line with Allen Solly’s new brand direction and a completely revamped
retail identity. Given the evolving Indian consumer, a very international appeal has been
given to with its range of fixtures, mannequins, lighting and music. Allen Solly has
witnessed high growth in South India. The Kerala market alone has grown by 25 per cent in
the last three years.
WHY THEY BUY: UNDERSTANDING CUSTOMER BEHAVIOR AT FARMERS’

MARKETS
There’s no question that farmers’ markets are more competitive now than ever before.
With well over 8,000 markets across the country and food e-commerce a booming industry,
farmers are feeling pressure to take more strategic approaches to their marketing. If not, they
risk plateauing or, in some cases, declining sales.
In response to this growing concern, FARM roots, Greenmarket’s business technical
assistance team, has spent the last four years looking to an unlikely source for competitive
new strategies
25
You may not know it, but your grocery store is an artfully crafted social science
masterpiece that taps deep into your subconscious to subtly unlock your wallet and make you
feel good about doing it.
From the sparkling mist on the cilantro to the waft of rotisserie chicken to the 2-for-1
chocolate bars at check out, it’s all designed to get you to stay longer and to buy more.
Using heat sensors, eye-movement-tracking glasses, and teams of clipboard-wielding

researchers, the grocery store industry has gathered troves of customer data that show exactly
why and how we like to shop for food.
As farmers, it’s unlikely you can cough up the money to hire a multi-disciplinary
team of sociologists, anthropologists and psychologists to help you create an unforgettable
experience for the shoppers under your easy-up tent.
You can, however, take a few pages from the retail science book and apply them to
the farmers’ market.
As grocery stores have shown us, it starts with data collection. It can be simple, but
it’s the basis of good decision making. FARM roots defined four easily measurable data
points that are critical, consecutive stages of interaction each shopper has at a farmers’
market stand: exposures, impressions, considerations and purchases.
Using a one-page data sheet, a tally counter and one hour’s worth of time, farmers can
generate data that shows how well their farm stand moves customers from one stage to the
next. Using the data to identify weaknesses in the customer experience, farmers and market
operators can then home in on specific strategies to improve.
26
1.3 STATEMENT OF THE PROBLEM
A study on Consumer Behavior with reference to farmer’s market and super market. It
is very important to know the consumer behavior towards the products & services for the
farmers and Business persons. It helps the companies for selecting the right marketing
strategy which helps them to modify, rectify and develop the existing products.
1.4 OBJECTIVES
 To analyze the world Organic Farming Scenario and to determine our role in the
global arena of Organic Farming.
 To bring together eminent brains in the field of Organic Farming in the Country
and State and to pool their views and knowledge on Organic Farming.
 To Draft an Organic Farming Policy for the State which is wholesome and would
be a ready Reckoned for all future Schemes and proposals of the State on Organic
farming
1.5 SCOPE OF THE STUDY:

 The main scope of study is to analyze buying behavior of the consumers.
 This research covered the urban and rural areas of Coimbatore City.
 The number of respondents chosen was less due to time constraints.
 To take major steps against the competitors of marketers.
1.6 NEED FOR THE STUDY

 To determine the satisfaction level of consumers towards farmer market and super
market.
 To know the taste and preference of consumers while buying the products.
 To attract customers and retain customers.
1.7 LIMITATIONS OF THE STUDY
 The researcher found it difficult to collect the questionnaire. Some of the respondents
did not give proper response in the store
 The customer did not respond properly during the peak hours
 Full data collection is constrained by the less time available for interviewing the
customers
 Due to cost and time constraints the sample size was restricted to 100 customers. So
should not expect the information collected from customer is reliable.
27
CHAPTER-II
REVIEW OF LITERATURE
28
REVIEW OF LITERATURE
This chapter presents a review of related literature on the subject under study presented
by various researchers. This will includes examining green marketing and consumer buying
behavior, theoretical foundation, marketing mix and conceptual framework.
According to Coddinton (1993) green marketing has been an important academic
research topic since origin. Attention was drawn to the subject in the late 1970„s when the
American Marketing Association organized the first ever workshop on Ecological marketing
in 1975 which resulted in the first book on the subject entitled Ecological Marketing by Karl
Henion & Kinnear (1976). Peatlle and Crane (2005) claims that despite the early
development, it was only in the late 1980„s that the idea of Green Marketing actually made
an appearance because of the consumers growing interest in green products. Green
marketing was given prominence in the late 1980s and 1990s after the proceedings of the
first workshop on Ecological marketing held in Austin (1975).
According to Peattie (2001), the evolution of green marketing has three phases.
First phase was termed as Ecological" green marketing, and during this period all marketing
activities were concerned to help environment problems and provide remedies for
environmental problems. Second phase was "Environmental" green marketing and the focus
shifted on clean technology that involved designing of innovative new products, which take
care of pollution and waste issues. Third phase was "Sustainable" green marketing. It came
into prominence in the late 1990s and early 2000.
11
29
During 1990s, the concern for environment increased and resulted in to increasing
challenges for the companies Johri and Sahasakmontri (1998). Dutta, B. (2009) stated that
Green Marketing involves developing good quality products which can meet consumer needs
and wants by focusing on the quality, performance, pricing and convenience in an
environment-friendly way. Another study by Grant (2008) aims to look at how companies
obtain a greener strategy and what is the future of green marketing. A study by Elam, (2011)
proposes to determine the effect of green marketing tools on consumer's actual purchase
behavior in case of Penang (Malaysia).
Unruh and Ettenson (2010) believed that developing green products make sense for
organization and the need to determine the best path forward. They introduced and described
three broad strategies that companies can use to align their green goals with their capabilities:
Accentuate: Strategy involves playing up existing or latent green attributes in your current
portfolio. Acquire: Strategy involves buying someone else„s green brand.
Zhang et al. (2013) in their article has stated that blogs as a tool for Green marketing have
successfully created an impact for increasing sales revenue, especially for products where
customers can read reviews and write comments about personal experiences. For businesses,
online reviews have worked really well as part of their overall strategic marketing strategy.
Stuart E. J. (2014) day by day there is upward growth of online services in regular usages by
consumers. However, traditional marketers somehow do not want to admit that the world
changed. They are slow in taking advantages of new opportunities presented to them. B2B-
enhances supply chain process need to pay much attention to real-world business process, adapt
automated systems to business behaviour and mingle content and technologies with crucial
information systems.
30
Zenith Raval et al. (2014) in their article has introduced new dimensions with the rapidly
changing requirements of the people all over the globe. It has highlighted novel concepts with
modernized tinge before the world and thrown a huge bunch of opportunities and facilities.
India ranks on third position in terms of internet users all over the globe, which is equally
giving a quick rise to the online shopping trend in India. We can see a huge scope in online
shopping as it has a great potential to become big in India and of course all over the world too.
Peter S.H. Leeflang et al. (2014) in their article stated that internet usage continues to explode
across the world with digital becoming an increasingly important source of competitive
advantage in both B2C and B2B marketing. A great deal of attention has been focused on the
tremendous opportunities Green marketing presents, with little attention on the real challenges
companies are facing going digital. In this study, we present these challenges based on results
of a survey among a convenience sample of 777 marketing executives around the globe. The
results reveal that filling „„talent gaps‟‟, adjusting the „„organizational design‟‟, and
implementing „„actionable metrics‟‟ are the biggest improvement opportunities for companies
across sectors.
P.K. Kannan&Hongshuang Alice Li (2016) in their article has suggested develop and
describe a framework for research in Green marketing that highlights the touch points in the
marketing process as well as in the marketing strategy process where green technologies are
having and will have a signiﬁcant impact. Using the framework we organize the developments
and extant research around the elements and touch points comprising the framework and review
theresearch literature in the broadly deﬁned green marketing space.
31
CHAPTER-III
METHOD OF DATA COLLECTION
32
RESEARCH METHODOLOGY
This research / study were conducted only at Coimbatore with special reference to
buying behavior of markets. Coimbatore is the cotton city of Tamil Nadu has the population
is 16lakhs.It is located on the banks of the Noyyal River and surrounded by the Western
Ghats. It is an Industrial Centre with numerous Educational, Industrial and Cultural
institutions. This study mainly depends on primary data and to some extent; the study is also
needs secondary data too.
METHOD OF DATACOLLECTION
While the researcher decides about the method of data collection to be applied for
the study, the researchers keeps two methods of data collection.
Questionnaire method is used to collect data from customer’s buying behaviour of

supermarket and farmers market.
 PRIMARY DATA – The data which are collected afresh and for the first time, and
thus happened to be original in character.
 SECONDARY DATA – The data which have already been collected by someone else
and which have already been passed through the statistical process.
The Primary data was collected from 100customers through the structured survey
questionnaire to test level of customer behaviour of and their preference, attitude etc.
Total time taken for data collection was 1.5 months. The researcher not only collects the
data’s from the different web sites but also from reference books , news papers and existing
research articles , collection of data by way of questionnaire and face to face conversation with
the customers and also by observation method at super market and farmers market. The type
of data collection adopted for this research is both Primary and secondary source of data. For
the purpose of analyzing the results, the primary data is collected from customers at
Coimbatore.
33
SAMPLESIZE
A sample size of 100 numbers of customers is considered to buying behaviour
in farmer’s market and supermarket in Coimbatore city.
STATISTICAL TOOLS USED FOR THESTUDY
TOOLS FOR ANALYSIS

Simple percentage analysis and Chi-Square tests are the statistical tools used for this
study
PERCENTAGE ANALYSIS
The expression of data in terms of percentage is one of the simplest statistical devices
used in the interpretation of business and economic statistics. Percentage is used chiefly of the
purpose of aiding comparison.
CHI-SQUARE TESTS
A chi-square test (chi squared test or χ2 test) is any statistical hypothesis test in
which the sampling distribution of the test statistic is a chi-square distribution when
the hypothesis is true, or any in which this is asymptotically true, meaning that the sampling
distribution (if the null hypothesis is true) can be made to approximate a chi-square distribution
as closely as desired by making the sample size large enough.
(𝑂−𝐸)2
FORMULA : χ2 = ∑ 𝐸
Some examples of chi-squared tests where the chi-square distribution is only approximately
valid:
 Pearson's chi-square test, also known as the chi-square goodness-of-fit test or chi-square test for
independence. When mentioned without any modifiers or without other precluding context, this
test is usually understood (for an exact test used in place of χ2, see Fisher's exact test).
 Yates' chi-square test, also known as Yates' correction for continuity
 Cochran–Mantel–Haenszel chi-square test.
34
CHAPTER-IV
DATAANALYSIS & INTERPRETATION
35
TABLE NO -4.1
GENDER OF THE RESPONDENT
S.no Gender No. of respondents Percentage of respondents
1 Male 42 42%
2 Female 58 58%
TOTAL 100 100%
Interpretation
From the above table it is found that 42% of respondents are male, 58% of respondents are
female.
Inference:
From the above table it is inferred that most of the customers are female.
36
CHART NO-4.1
GENDER OF THE RESPONDENT
1
2
3
4
5
6
7
37
TABLE NO-4.2
THE AGE OF THE RESPONDENTS
S.no Age No. of Percentage of
respondents respondents
1 20-25 yrs 5 5%
2 26-30 yrs 8 8%
3 31-35 yrs 10 10%
4 36-40 yrs 32 32%
5 Above 41 yrs 45 45%
Total 100 100%
INTERPRETATION
From the above table it is interpreted that 5% of the respondents are in the age group
between 20-25yrs, 8% of the respondents are in the age group between 26-30 yrs, 10% of the
respondents are in the age group between 31-35 yrs, 36% of the respondents are in the age group
between 36-40 yrs, 45% of the respondents are in the age group of above 41 yrs.
INFERENCE
The most of the respondents are in the age group of above 41 yrs.
CHART NO-4.2
0% 0% 0%
5
32 8 0%
10
0% 45
0%
38
TABLE-4.3
EDUCATIONAL QUALLIFICATION OF THE RESPONDENTS
S.no Qualification No. of respondents Percentage of respondents
1 High school level (10th) 6 6%
2 Higher secondary school 10 10%

level(12th)
3 Degree level(UG) 11 11%
4 Professional(PG) 48 48%
5 Others 25 25%
Total 100 100
INTERPRETATION
From the above table it is interpreted that 6% of the respondents are high school, 10% of
the respondents are higher secondary school, 11% of the respondents are having Degree
level,48% of the respondents have professional, and 25% of the respondents are having others.
INFERENCE
The most of the respondents are professionals.
39
CHART NO-4.3
EDUCATIONAL QUALLIFICATION OF THE RESPONDENTS
10 2
0% 0%
6%
10%
25% 4
0%
11%
8
0%
48% 6
0%
40
TABLE-4.4
OCCUPATION OF THE RESPONDENTS
S.no Qualification No. of respondents Percentage of respondents
1 Home maker 50 50%
2 Professional 10 10%
3 Student 7 7%
4 Self employed 29.1 29.1%
5 Others 4.6 4.6%
Total 100 100
INTERPRETATION
From the above table it is interpreted that 50% of the respondents are Home maker, 10%
of the respondents are professional, 7% of the respondent’s student, 29.1% of the respondents
have self employed, and 4.6% of the respondents are having others.
INFERENCE
The most of the respondents are Home maker.
41
CHART NO-4.4
OCCUPATION OF THE RESPONDENTS
0, 0%
0, 0% 0, 0%
5, 33% 2, 13% 0, 0%
1, 7%
3, 20%
4, 27%
0, 0%
0, 0%
42
TABLE NO-4.5
THE MARITAL STATUS RESPONDENTS
S.no Particulars No. of respondents Percentage of respondents
1 Married 64 64%
2 Unmarried 36 36%
Total 100 100

INTERPRETATION
From the above table it is interpreted that 64% of the respondents are saying married, 36%
of the respondents are saying unmarried.
INFERENCE
The most of the respondents are married.
CHART N-4.5
THE MARITAL STATUS RESPONDENTS
MARRITAL STATUS
43
TABLE NO-4.6
ANNUAL INCOME LEVEL OF THE RESPONDENTS
S.no Income level No. of respondents Percentage of respondents
1 Rs 10,000-15,000 19 19%
2 Rs 15,000-25,000 36 36%
3 Rs 25,000-35,000 24 24%
4 Rs 35,000-50,000 11 11%
5 Above Rs 50,000 10 10%
Total 100 100

INTERPRETATION
From the above table it is interpreted that 36% of the respondents earn between RS
15,000-25,000 per month 24% of the respondents earn between RS 25,000-35,000 per
month,19% of the respondents earn between RS 10,000-15,000 per month, 11% of the
respondents earn between RS 35,000-50,000 per month, 10% of the respondents earn above RS
50,000 per month.
INFERENCE
The most of the respondents are earning between RS 15,000-25000 per month.
44
CHART NO-4.6
ANNUAL INCOME LEVEL OF THE RESPONDENTS
1 Rs 10,000-15,000
2 Rs 15,000-25,000
3 Rs 25,000-35,000
4 Rs 35,000-50,000
5 Above Rs 50,000
45
TABLE NO-4.7
PREFERENCE OF MARKET
S.no Customers No. of respondents Percentage of respondents
1 Supermarket 17 17%
2 Farmers market 83 83%
Total 100 100

INTERPRETATION
From the above table it is interpreted that 83% of the respondents are saying that they have
Farmers market, 17% of the respondents are saying that they have supermarket.
INFERENCE
The most of the respondents are saying that they are benefited by the farmers market
CHART NO-4.7
PREFEREMCE OF THE MARKET
1 Supermarket 2 Farmers market 2 Total
46
TABLE NO 4.8
FEATURES IS ATTRACTIVE WHILE CHOOSING THE MARKET
S.no Details No. of Percentage of respondents

respondents
1 Freshness products 32 32%
2 Convenience 18.2 18.2%
3 Cost 41 41%
4 Locality 9.1 9.1%
Total 100 100
INTERPRETATION
From the above table it is interpreted that 32% of the respondents are Freshness
products,18.2% of the respondents are Convenience,41% of the respondents are Cost,and 9.1% of
the respondents are Locality.

INFERENCE
The most of the respondents are saying cost.
47
CHART NO-4.8
1 Freshness products
2 Convenience
3 Cost
4 Locality
4 Total
48
TABLE NO-4.9
TABLE SHOWING YEARS OF SHOPPING OF CUSTOMER
S.no Years No. of respondents Percentage of respondents
1 Below 0-1 year 13 13%
2 1- 3 years 25.4 25.4%
3 4- 5 years 42 42%
4 5& Above 20 20%
Total 100 100

INTERPRETATION
From the above table it is interpreted that 13% of the respondents are Below 0-1year,25.4% of
the respondents are 1-3 years,42% of the respondents are 4-5 years, 20% of the respondents
are5& Above.
INFERENCE
The most of the respondents are 4-5years.
CHART NO-4.9
YEARS OF SHOPPING
1 Below 0-1 year
2 1- 3 years
3 4- 5 years
4 5& Above
49
TABLE NO-4.10
TABLE SHOWING FREQUENCY OF CUSTOMER VISITING MARKET
S.no Years No. of respondents Percentage of respondents
1 0-5 years 14 14%
2 5- 8 years 28 28%
3 8- 11years 40 40%
4 11 Above years 18 18%
Total 100 100
INTERPRETATION
From the above table it is interpreted that 14% of the respondents are 0-5,28% of the
respondents are 5-8,40% of the respondents are 8-11, 18% of the respondents are11above.
INFERENCE
The most of the respondents are 8-11.
CHART NO-4.10
SHOWING FREQUENCY OF CUSTOMER VISITING MARKET
1 0-5 years
2 5- 8 years
3 8- 11 years
0%
0%
7%
14%
0%
50%
20%
9%
0%
0%
50
TABLE NO-4.11
INFLUENCED YOU TO BUY IN MARKET
S.no Influences No. of Percentage of respondents

respondents
1 Family 41 41%
2 Advertisement 27.3 27.3%
3 Friends 32 32%
Total 100 100
INTERPRETATION
From the above table it is interpreted that 41% of the respondents are Family, 27.3% of the
respondents are Advertisement, and 32% of the respondents are Friends
INFERENCE
The most of the respondents are Family.
CHART NO-4.11
INFLUENCED YOU TO BUY IN MARKET
1 Family 2 Advertisement 3 Friends 3 Total
0%
20% 0%
50% 14%
16%
0%
0%
51
TABLE NO-4.12
FACTORS DOES YOU TAKE INTO ACCOUNT WHILE BARGAINING THE
PRICE
S.no particular No. of Percentage of respondents
respondents
1 Quality 74 74%
2 Credits 13 13%
3 Quantity 9.1 9.1%
4 Others 4.5 4.5%
Total 100 100

INTERPRETATION
From the above table it is interpreted that 74% of the respondents are Quality, 13% of the
respondents are credits, and 9.1% of the respondents Quantity, 4.5% of the respondents are
others.
INFERENCE
The most of the respondents are Quality.
CHART NO-4.12
FACTORSBARGAINING THE PRICE
1 Quality
2 Credits 3 Quantity 0%
4 Others
4 Total
37%
50%
6%
0%
0% 2% 0% 5% 0%
52
TABLE NO: 4.13
Table indicating the value 1-5 to the rate
Farmers/Superm 5
3
arket Stron 4 2 Strongly
Disagr 1 Neutral
gly Agree Disagree Total
ee
Agree
cost organic foods
40 20 16 14 10 100
from farmers
chemical
adulterations 30 20 35 10 5 100
supermarket
supermarket foods
have more shelf life 100
40 18 12 20 10
than those of
farmers markets
farmers market be
converted into 100
supermarket for 25 30 15 20 15
customers
convience
Will buying from
farmers markets 100
35 25 15 20 5
promote national
income
Weighted average formula:

Weighted for column X no of respondents
Net Score = ---------------------------------------------------------X100
Total weight
53
Table indicating the value from 1-5 using weighted average
Farmers/Sup
5 4 3 2 1 Total Weight Rank
ermarket
cost organic foods
200 80 48 28 10 294 2.94 1
from farmers
chemical
adulterations 150 80 105 20 5 360 3.6 2
supermarket
supermarket foods
have more shelf
200 72 36 40 10 358 3.58 4
life than those of
farmers markets
farmers market be
converted into
supermarket for 125 120 45 40 15 345 3.45 3
customers
convience
Will buying from
farmers markets
175 140 45 40 5 405 4.05 5
promote national
income
Interpretation
Based on weighted average the table shows buying from farmers markets promote national incomeis
most preference ranking.
54
CHART NO-4.13
Weight Rank
1% 0%
5
30%
Total
44%
4
12%
2 3
4% 7%
1
2%
55
TABLE NO-4.14
TABLE INDICATING THE ORGANIC FOODS BOUGHT FROM THE FARMERS
Values Number of Respondents Percentage of Respondents

Highly satisfied 54.5 54.5%
Satisfied 27.5 27.5%
Not satisfied 13.4 13.4%
Neutral 4.6 4.6%
Total 100 100
INTERPRETATION
The above table shows that 54.5% of respondents are highly satisfied, 27.5% of
respondents are satisfied,and 13.4% of respondents are notsatisfied,4.6% of respondents are
Neutral.
INFERENCE
The most of the respondents are highly satisfied.
CHART NO-4.14
Highly satisfied Satisfied Not satisfied Neutral Total
56
TABLE NO-4.15
Convenient Time Of The Day For You To Shop At Farmers Market
Factors Number of Respondents Percentage of Respondents

Morning 54.5 54.5%
Afternoon 27.3 27.3%
Evening 18.2 18.2%
Total 100 100
INTERPRETATION
The above table shows that 54.5% of respondents are Morning, 27.3% of respondents are
Afternoon,and 18.2% of respondents are Evening.
INFERENCE
The most of the respondents are morning.
CHART NO-4.15
Morning
Afternoon
Evening
Total
57
TABLE NO-4.16
Reasons for purchasing in market-Quality

Highly Dissatisfied 10 10%
Dissatisfied 5 5%
Satisfied 45 45%
Highly satisfied 40 40%
Total 100 100
INTERPRETATION
The above table shows that 10% of the responses are Highly Dissatisfied,5% of the
responses are Dissatisfied ,45% of the responses are satisfied,40% of the responses are Highly
satisfied.
INFERENCE
The most of the respondents are 45% satisfied.
CHART NO-4.16
Highly Dissatisfied
Dissatisfied
Satisfied
Highly satisfied
Total
58
TABLE NO-4.17
Reasons for purchasing in market-Price

Dissatisfied 18.2 18.2%
Satisfied 41 41%
Highly satisfied 9.1 9.1%
Total 100 100
INTERPRETATION
The above table shows that 32% of the responses are Highly Dissatisfied,18.2% of the
satisfied.
INFERENCE
CHART NO-4.17
Highly Dissatisfied
16% Dissatisfied
9%
Total
50%
Satisfied
20%
Highly satisfied
5%
59
TABLE NO-4.18
Reasons for purchasing in market-Availability

Dissatisfied 12 12%
Satisfied 60 60%
Total 100 100
INTERPRETATION
satisfied.
INFERENCE
CHART NO-4.18
Highly
Dissatisfied
Dissatisfied
Total Satisfied
Highly satisfied
60
TABLE NO-4.19
Reasons for purchasing in market- Freshness

Dissatisfied 17 17%
Satisfied 45 45%
Total 100 100
INTERPRETATION
satisfied.
INFERENCE
CHART NO-4.19
Highly Dissatisfied Dissatisfied Satisfied Highly satisfied Total
1%
8%
23%
50%
18%
61
TABLE NO-4.20
Table indicating the value 1-6 to the rate
Super market 5
3
Stron 4 2 Strongly
Disagr 1 Neutral
gly Agree Disagree Total
ee
Agree
Get good quality 40 20 16 14 10 100
Best service
30 20 35 10 5
100
Parking, self service
40 18 12 20 10
100
Packing and style 25 30 15 20 15
100
convenient price 20 15 10 30 25 100
Fresh and clean
35 25 15 20 5
100
Net Score = ---------------------------------------------------------X100
Total weight
62
Farmers/Sup
ermarket
Get good quality 200 80 48 28 10 366 3.66 1
Best service 150 80 105 20 5 355 3.55 3
Parking, self
200 72 36 40 10 358 3.58 2
service
Packing and style 125 120 45 40 15 305 3.05 4
convenient price 100 60 30 60 25 275 2.75 6
Fresh and clean 175 140 45 40 5 279 2.79 5
Interpretation
Based on weighted average the table shows customer prefer supermarket because of getting quality
product.
CHART 4.20
Weight, 3.66
Rank, 1
5, 200
Total, 366
4, 80
3, 48
2, 28
1, 10
63
TABLE NO-4.21
Table indicating the not consuming supermarket products 1-3 to the rate
Super market
5 Strongly 4 3 2 Strongly 1
Agree Agree Disagree Disagree Neutral Total
Not nutrition 40 20 16 14 10 100

Unsafe to
30 20 35 10 5
consume 100
Expensive 40 18 12 20 10
100

Net Score = ---------------------------------------------------------X100
Total weight
Not nutrition 5 4 3 2 1 Total Weight Rank

Unsafe to
200 80 48 28 10 366 3.66 1
consume
Expensive 150 80 105 20 5 355 3.55 3
Not nutrition 200 72 36 40 10 358 3.58 2
Interpretation
Based on weighted average the table indicating not consuming supermarket products because
unsafe to consume.
64
CHART 4.21
Unsafe to consume
5
4
3
2
1
Total
Weight
Rank
65
TABLE NO4.-22
Table indicating for Rate the problems faced by consumers while buying the products from
supermarket 1-5
Super
market 5 Strongly 4 3 2 Strongly 1
Out of stock 10 20 50 20 0 100

Expiry of 100
30 25 15 20 10
products
Quality 25 30 20 15 10 100
High cost 50 20 18 10 2 100
Availability 40 20 15 15 10 100

Net Score = ---------------------------------------------------------X100
Total weight
66
Table indicating for Rate the problems faced by consumers while buying the products from
supermarket 1-5
Attributes 5 4 3 2 1 Total Weight Rank

Out of stock 50 80 150 40 0 320 3.2 5
Expiry of products 150 100 45 40 10 345 3.45 3
Quality 125 120 60 30 2 337 3.37 4
High cost 250 80 54 20 2 406 4.06 1
Availability 200 80 45 30 10 365 3.65 2
Interpretaion
Based on weighted average the table indicating not consuming supermarket products
because high cost.
67
TABLE NO-4.23
Table indicating for Reasons for purchase of Farmers market

Farmers market 1-5
Farmers market
They are fresh 40 20 16 14 10 100

Affordable price
30 20 35 10 5
100
Healthy / nutritious
40 18 12 20 10
100
Pure and safe without
25 30 15 20 15
chemical adulterations 100
To buy local vegetables
35 25 15 20 5
cultivated by farmers 100

Net Score = ---------------------------------------------------------X100
Total weight
68
Table indicating for Reasons for purchase of Farmers market
Farmers market 1-5

Cultivate by local
200 80 48 28 10 294 2.94 5
farmers
Affordable price 150 80 105 20 5 360 3.6 4
Healthy / nutritious 200 72 36 40 10 358 3.58 2
Pure and safe
without chemical 125 120 45 40 15 345 3.45 3
adulterations
They are fresh 175 140 45 40 5 405 4.05 1
Interpretation
Based on weighted average table indicating reasons for purchase of Farmers market
because of freshness
CHART 4.23
Weight They are fresh

0% Rank
1%
5
Total 30%
44%
4
3 12%
2
4% 7%
1
2%
69
TABLE NO-4.24
Table indicating for do you describe farmer’s products

Farmers market 1-5
Farmers market
Healthy
40 20 16 14 10 100
Grown naturally in 30 20 35 10 5 100

farm
Free from chemical

100
fertilizers and
40 18 12 20 10
pesticides

Net Score = ---------------------------------------------------------X100
Total weight
70
Table indicating for do you describe farmer’s products
Farmers market 1-5

Healthy 200 80 48 28 10 294 2.94 3
Grown naturally in
150 80 105 20 5 360 3.6 1
farm
Free from chemical
fertilizers and 200 72 36 40 10 358 3.58 2
pesticides
Interpretation
Based on weighted average table indicating reasons for purchase of Farmers market
because of grown naturally in farms
CHART4. 24

0%
1%
30%
44%
12%
4% 7%
2%
71
Table indicating cross analysis of the customer gender and their marital status
(Combining Table No 4.2.1. and Table No.4.2.5.)
Attributes Gender
Male Female Total
Married 36 28 64%
Un married 6 30 36%
Total 42 58 100
CHI-SQUARE TEST
Level of Significance = 5%
Degree of Freedom = 1
Table value = 2
Interpretation:
It is found from the above table that calculated value is greater than the
table value at 5% level of significance with 1 degree of freedom. So,
alternate hypothesis (H0) is rejected and null hypothesis (H1) is accepted.
Oi Ei (Oi-Ei)2 (Oi-Ei)2/Ei
36 26.88 3.09 183.15
6 15.12 5.5 16.82
28 37.12 2.24 543.13
30 20.88 3.98 71.7
814.8
The chi-square statistic is 14.8194. The p-value is .000118. This result is significant at p < .05.
The chi-square statistic with Yates correction is 13.239. The p-value is .000274. Significant at p < .05.
72
CHAPTER-V
FINDING & SUGGESTING
73
5.1 FINDINGS
 Hencethetablecanbeconcludedthatthefemalerespondentsarehighertha
nthemalerespondents.
 Themaximum50%oftherespondentsare post graduate.
 Majoritythat 42% of the respondentsmonthlyincomerangebetween 10001-

15000.
 Themaximum55%oftherespondentsareColgate.
 Themaximum40%oftherespondentsareFlavor.
 Themaximum70%oftherespondentsareMore than 5 yrs.
 Themaximum60%oftherespondentsyes.
 Themaximum40%oftherespondentsPeppermint.
 Themaximum60%oftherespondents are Less than 5 min.
 Themaximum40%oftherespondents are no.
 Themaximum40%oftherespondents are after every meal.

 Themaximum53%oftherespondents are YES.
 Themaximum65%oftherespondents are about one drop

 Themaximum50%oftherespondents are three packs.
 Themaximum43%oftherespondents are once.
74
5.2 SUGGESTIONS
Future studies should explore the reasons behind the green marketing practices in
different industries in India. Researchers should go ahead and establish the reasons behind
the slow adoption of green marketing practices and consumer buying behavior in medium
and large Supermarkets in India. Future studies will minimize the challenges experienced by
supermarkets when trying to adopt green marketing practices to influence consumers.
75
CHAPTER-VI
CONCLUSION
76
CONCLUSION
The present study entitled “A study on buying behavior in farmers market and
supermarket” was intended to examine the pesticide consumption pattern, farmers buying
behavior, dealer perception and marketing constrains of products in Coimbatore.
Marketers must study the costumer’s taste, preferences, wants, shopping and buying
behavior because such study provides the clues for developing the new products, price,
product changes, overcome marketing constraints and other marketing mix elements.
The most common source of farmer procurement of pesticides is through local
agricultural supply dealers. The dealer plays an important role not only in the distribution of
pesticides but as an important source of information about the products and their uses.
77
CHAPTER-VII
REFERENCE
 Farmers marketing - Wikipediahttps://en.wikipedia.org › wiki ›

 GREEN MARKETING & BRANDS –
INSIGHTShttps://www.researchgate.net ›
 References | Emerald Insighthttps://www.emerald.com › content ›
 Green Marketing Strategies and their Impact on Business
...https://shodhganga.inflibnet.ac.in ›
 Green Guides | Federal Trade Commissionhttps://www.ftc.gov › media-
resources › truth-advertising
 Introductory Chapter: Introduction of Green Supply Chain
...https://www.intechopen.com › books › introductory-ch
 Green Marketing – Strategies & best practices -
DMEXCOhttps://dmexco.com › stories › sustainable-marketing-str...
78
CHAPTER-VIII
BIBLIOGRAPHY
Al-Bakri Thamer Yasser and Al-Nouri, Ahmad Nizar (2007). Green Marketing, AlYazuri
Scientific House for Publishing and Distribution, Amman, Jordan.
Aslan, M (2007). The Construction of a Financial Social Accounting Matrix for theTurkish
Economy
Austin (1975). Service Quality of University Library: A Survey Amongst Students
AtOsmangazi University And Anadolu University.
Aysel B. (2012). Green Marketing and its Impact on Consumer Buying Behavior
Babaoğul and Ozgun(2008). Strategic green marketing". Journal of Consumer Marketing
(MCB UP Ltd) 10 (3).
Bloom, Choosing the Right Green Marketing Strategy, MIT Sloan Management Journal, fall
2004: 79–84. 9. Sustainable Green Marketing the New Imperative.
Bello L. (2008). Consumer Behaviour, National Open University of Nigeria, Ahmadu Bello
Way Victoria Island Lagos.
Bore L. (2007). Response strategies of supermarkets in Nairobi Central Business District to

competition, Unpublished MBA Project, University of Nairobi.
Coddington, W. (1993). Environmental Marketing: Positive Strategies for Reaching the Green
Consumer, McGraw-Hill (New York).
Cooper, D.R., Schindler, P.S. (2003). Business Research Methods. New York: McGraw-Hill.
8th Ed.
Diamantapoulos, A., Schlegelmilch, B.B., Sinkovics, R.R. and G.M. Bohlen (2003). “Can
Socio-Demographics still play a Role in Profiling Green Consumers? A Review of the
Evidence and an Empirical Investigation”. Journal of Business Research, 56(4), 465-
480.
79
CHAPTER-IX
APPENDIX
QUESTIONAIRRE BASED ON BUYING BEHAVIOUR IN FARMER’S

MARKET AND SUPERMARKET IN COIMBATORE CITY.
NAME OF THE CUSTOMER -------------------------------

1. Gender
(i) Male (ii) Female
2. Age
(i) 20-25 yrs (ii) 26-30 yrs(iii) 31-35 yrs (iv) 36-40 yrs (v) above 41yrs
3. Education
(i) UG (ii) PG (iii) 12th (iv) 10th (v) Others
4. Occupation
(i)Home maker (ii) Professional (iii) Student (iv) Self employed (v) Others
5. Marital Status
(i) Married (ii) Unmarried
6. What is your total annual household income ?
(i) Rs 10,000-15,000 ii) Rs 15,000-25,000 iii) Rs 25,000-35,000 iv) Rs 35,000-50,000 v) Above Rs 50,000
7. Which market do you prefer?
(i) Supermarket (ii) Farmers market
8. Which features is attractive while choosing the market?
(i) Freshness products (ii) Convenience(iii) Cost(iv) Locality
9. How long have you been shopping in market?
(i)Below 0-1 year (ii) 1- 3 years (iii) 4- 5 years(iv) 5& Above
10. Average frequency of customervisiting market per month ?
(i) 0-5 (ii) 5- 8 (iii) 8- 11 (iv) 11 Above
11. Who has influenced you to buy in market?
(i) Family (ii) Advertisement(iii) Friends
12. Which factors does you take into account while bargaining the price?
(i)Quality (ii) Credits(iii) Quantity (iv) Others
13.Mention your opinion on the following
80
Rate in scale
1.Strongly disagree ,2.Disagree, 3.Neutral, 4.Strongly agree, 5.Agree
1 2 3 4 5
Is convenience is more important than low
cost organic foods from farmers
Is there any chemical adulterations in the

foods sold in the supermarket
Will buying from farmers markets promote

national income
Do you think the supermarket foods have

more shelf life than those of farmers
markets
Should farmers market be converted into

supermarket for customers convience
Should government encourage supermarket

over farmers markets
14. Are you satisfied with the organic foods bought from the farmers ?
(i) Highly satisfied (ii) Satisfied (iii) Neutral (iv)Not satisfied
15.What is the most convenient time of the day for you to shop at farmers market?
(i) Morning (ii) Afternoon (iii) Evening
16. Reasons for purchasing in market?

Factors Highly Dissatisfied Satisfied Highly
Dissatisfied satisfied
Quality
Price
81
Availability
Freshness
17. To what extend you agree on this following

Rate in scale
1.Strongly disagree, 2.Disagree, 3.Neutral, 4.Strongly agree, 5.Agree

Questions 1 2 3 4 5
I prefer supermarket because i get good quality
I use supermarket because for best service
More facilities like Parking , Self service
I am satisfied with packing and style
The price of the product is convenient for me to buy
Fresh and clean
18. Why you are not consuming supermarket products ?

Rate in scale
Questions 1 2 3 4 5
1. They are not healthy/ nutritious
2. Unsafe to consume
3. They are more expensive than buying in
farmers market
19. Rate the problems faced by consumers while buying the products from supermarket
Rate in scale
Attributes 1 2 3 4 5
Out of stock
Expiry of products
Quality
High cost
Availability
82
20. Reasons for purchase of Farmers market?
1.Stronglydisagree ,2.Disagree, 3.Neutral, 4.Strongly agree, 5.Agree
Questions 1 2 3 4 5
They are fresh
Affordable price
Healthy / nutritious
Pure and safe without chemical adulterations
To buy local vegetables cultivated by farmers
21 .How do you describe farmers products ?

Rate in scale
Questions 1 2 3 4 5
Healthy
Grown naturally in farm
Free from chemical fertilizers and pesticides
83

Farmers Corrected New

Uploaded by

Copyright:

Available Formats

Farmers Corrected New

Uploaded by

Document Information

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Farmers Corrected New

Uploaded by

Copyright:

Available Formats

A STUDY ON BUYING BEHAVIOUR OF FARMER’S MARKET AND SUPERMARKET

Project submitted to Bharathiar University in partial fulfilment

BATCHELOR OF COMMERCE WITH COMPUTER APPLICATIONS

Under the Guidance of

DEPARTMENT OF COMMERCE WITH

This is to certify that the project entitled “A STUDY ON BUYING BEHAVIOUR OF

Submitted to the Bharathiar University, in Partial fulfillment of the requirements for

GUIDE HEAD OF THEDEPARTMENT

Submitted for Viva-Voce Examination held on …………………….

INTERNALEXAMINER EXTERNAL EXMINER

I, M.MEGALA (Reg.No.18BCC0129) hereby declare that the project, entitled “A

Place: Coimbatore Signature of the Candidate

I express my deep appreciation to Head of the Department of Commerce with Computer

I warmly acknowledge my sincere and devoted thanks to the CEO, Dr.

I wish to express my gratitude to our College Librarian Dr. G. ULAGANATHAN

CHAPTER NO TITLE PAGE NO

LIST OF CHARTS AND TABLES

1.1 INTRODUCTION OF THE STUDY 19

1.2 INDUSTRY HISTORY 23

1.3 STATEMENT OF THE PROBLEM 29

1.4 OBJECTIVE OF THE STUDY 29

1.5 SCOPE OF THE STUDY 29

1.6 NEED OF THE STUDY 29

1.7 LIMITATIONS OF THE STUDY 29

III METHOD OF DATA COLLECTION 35

IV DATA ANALYSIS AND INTERPRETATION 38-75

V FINDINGS AND SUGGESTIONS

Table. No Particulars Page. No

1 The gender classification of the respondents 38

2 The age factor of the respondents 40

3 The education qualification of the respondents 41

4 The occupation of the respondents 43

5 The marital status of the respondents 45

6 Annual income of the respondents 47

7 Preference of the respondents 49

8 Features is attractive while choosing the market of the 50

9 Years of shopping of customer of the respondents 51

10 Frequency of customer visiting market respondents 52

11 Influenced you to buy in market 53

12 Factors does you take into account while bargaining 54

14 Table indicating the organic foods bought from the farmers 56

15 Convenient Time Of The Day For You To Shop At 57

16 Reasons for purchasing in market-Quality 58

17 Reasons for purchasing in market-Price 59

18 Reasons for purchasing in market-Availability 60

19 Reasons for purchasing in market- Freshness 61

20 Table indicating the value 1-6 to the rate 63

Table indicating the not consuming supermarket products 1-

22 Table indicating for Rate the problems faced by consumers 67

Chart. No Particulars Page. No

1 Chart showing gender classification of the respondents 39

2 Chart showing the age factor of the respondents 41

3 Chart showing the education qualification of the respondents 43

4 Chart showing the occupation of the respondents 45

5 Chart showing the marital status of the respondents 47

6 Chart showing the Annual income of the respondents 49

7 Chart showing Preference of the respondents 51

8 Features is attractive while choosing the market of the Chart 53

9 Chart showing Years of shopping of customer of the 55

10 Chart showing Frequency of customer visiting market 57