Consumer Preference and Satisfaction In Uzhavar Sandai At Coimgatore District

Abstract

The aim of the economic system every country is to increase productivity which leads to the fulfillment of the needs of the society and ultimately results in the improvement of the standard of living of the people. As agriculture sector contributes a lot for the betterment and improvement of the standard of living of the Indian people, each and every subunit in the agricultural sector needs a thorough study. As Uzhavar Sandais are a micro unit of the subunit marketing in agriculture sector, the researchers decided to study about the functioning of the Uzhavar Sandais of Coimbatore district. The researchers have focused their study on the preference of the consumers on the various vegetables, the purchasing and consumption pattern, and the expectations of the consumers. In this study which is based on survey method. The researchers have used descriptive research design. Hence the study is based both on the primary and secondary data. As the concept of Uzhavar Sandai is popular in Coimbatore district which is predominantly with more number of arable lands and agricultural products, the researchers have chosen this district for the study. Towards the end of the study based on the analysis and findings the researchers have given constructive suggestions to the consumes, farmers, officials and the Government.

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