Post on 02-Mar-2015
INTRODUCTION
The definition of customer satisfaction has widely debated as organizations
increasingly attempts to measure it. Customer satisfaction can be experienced in a
variety of situation connected to both goods and services. It is highly personal
assement that is greatly affected by customer expectation. Satisfaction is also based
on the customer experience of both contacts with the organization and personal
outcomes. Some researchers define a satisfied customer within the private sector as
one who receives significant added value to his/her bottom line.
Customer satisfaction differs depending on the situation and the product or service.
A customer may be satisfied with a product or service, an experience a purchase
decision a sales person, store service provider or an attribute or any of their
customer Uzhavar satisfaction is a highly personal assement that is greater
influenced by individual expectation of the customer satisfaction from the
confirmation of individual expectation regarding the products or service.
1
Introduction to Uzhavar santhai
Marketing of fruits and vegetables is more complex in nature in comparison with
the other field crops because of special traits like highly perishable nature,
seasonality and bulkiness, which needs special care and immediate disposal. The
Uzhavar Sandhai has assumed more relevance and significance especially in respect
of marketing fruits and vegetables.
The Uzhavar Sandhai is mainly organized to enhance the farmer’s income by
preventing intermediaries and distress selling. As the sale at the Uzhavar Sandhai is
only for cash, the farmers are getting money immediately. This is absent when they
sell their produce to the middlemen because most of the traders make delayed
payment.
The Uzhavar Sandhai revolves around the farmer and raises the position of farmer-
to-farmer seller. The farmer is motivated to bring his produce to the Uzhavar
Sandhai as he can directly market it to the consumers. Day in and out, they come to
the market and the market has become their life breath and in turn
the farmer sellers have become the life breath of the market. Hence an attempt has
been made to analyses the farmer sellers in selected Uzhavar Sandhai in the
sandhais at Nagercoil, Kanyakumari and Valliyur areas in Tamil Nadu
2
Agriculture occupies a very important role in the growth of our country which is
also the back bone of the economic system. India is primarily an agricultural
country. The prosperity of Indian economy is dependent on the course of
agricultural production of course agriculture contributes a major share of the
national economic of India. In India agriculture meets almost the entire food
requirements of the people. Agriculture also provides fodder to sustain livestock
whose number run to several cores.
In the field of agriculture marketing determine the value of agricultural products in
term of many and them to the final customer. Most of the farmers sells their
products through village level markets, fairs, man dies, co-operative society etc- in
the above process of agricultural marketing the middlemen exploit farmers as well
as consumers. In order to eliminate the middlemen between farmer and consumer
THE GOVERNMENT OF TAMIL NADU introduces the new concept namely
Uzhavar sandhai in 1999.
3
History of Uzhavar sandhai
Uzhavar sandhai had its birth in the concept of kal ghol in Russia. The farmer
union agricultural secretary MS gill on his visit to this country was impressed by
this concept of farmers market and he replicated by indicating apna mandis in
Punjab and Haryana in early 1987
The silling DMK government in Tamil nadu subsequently replicated this concept
in 1999 in the form of Uzhavar sandhai Andhra Pradesh suit and started the eyothic
bazaar on similar lines. Both kallumarai &srinivasan asseted the relevance of
Uzhavar sandhai and said that it can protect the farmers on impact of falling prices
caused by opening up for cheap improvement and disrupted trade practices in
WTO requires.
The trade policies pursued by the government since 1990s have been talking
towards the country toward a tariff alone approach which has to been opened the
economy to large imports of much cheaper agriculture goods and has threatened
the very livelihood of both agriculture labour and small farmer. On many occasions
India imports of vegetables and fruits have displaced an equivalent demand for the
same product produced in the country which has direct impact prices that farmer
get.
4
Staff pattern
Uzhavar sandhai administrative officer
↓
Uzhavar sandhai assistant administrative
Officer
↓
Agricultural officer
↓
Assistant agricultural officer
↓
Watchman
↓
Scavenger
↓
Santhai paniyalgal
5
AIM
To facilitate direct control between the farmers & public.
To provide fresh vegetables and fruits at reasonable price daily.
To provide correct measurement to the consumer.
To give full satisfaction to the farmer public.
To provide the fresh fruits and vegetables at the lesser price than that of
retailer price of consumer.
It also functions as a technical information centre to the farmer.
It also acts as a technical training centre to the farmer.
Seeds& other inputs are also provides in some Uzhavar sandhai.
Features
The price of the vegetable and fruits are daily fixed at the average of 20%
higher than the whole sale price.
The prices of vegetables and fruits are daily displayed in front of each shop
as well as exhibited in big sign boards of the markets.
The Uzhavar sandhai are functioning on all the days of the week.
Water supply is available in the Uzhavar sandhai
To sell unsold items on the next day storage facilitates are available.
6
Need & scope of the study
Need
The purpose of study is to study about the customer satisfaction towards Uzhavar
santhai and offer suggestion for further improvement. The government established
hundred Uzhavar Sandhais in various parts of Tamilnadu. In Madurai and
Virudhunagar districts eleven Uzhavar Sandhais were established. At present there
are as many as five Uzhavar sandhais situated at Kanyakumari, Valliyur,
Nagercoil, Tirunelveli and Thovalai which are the most sought after Uzhavar
sandhais adjacent to the God’s own country, Kerala. These are some of the markets
from where a large number of traders purchase huge quantities of vegetables for
sale in Kerala. The researcher attempts to find out whether Uzhavar sandhai is a
boon or bane in Tamilnadu. The study highlights the personal profile of farmers
with respect to their age, income, type of produced, traded, income and source of
information towards Uzhavar Sandhai
Scope
Scope is to study the customer satisfaction towards Uzhavar santhai ant to suggest
some measures to improve the facility available in Uzhavar santhai
7
Objectives of the study
Primary objective
To study the customer satisfaction towards purchase in Uzhavar sandhai.
Secondary objective
To study the factor that influences the purchase of vegetables in Uzhavar
sandhai.
To study the customer awareness towards Uzhavar sandhai
To study the customer ideas, opinion & preference for buying vegetables.
To offer suggestion on the basis of the study.
8
Limitation of the study
Study is restricted to Coimbatore city
Findings of the study depends on the accuracy of the study given by the
respondent
The sample is restricted to only 110
9
Review of literature
Sujith chakravathi revealed that Uzhavar sandhai in operation Tamil nadu
since1999 with first such farmer market step in Madurai. As per 2002 data there
are about 102 Uzhavar santhai in various urban centers in Tamil nadu. It has
survived despite inadequate support from the government which has focused in
energies behind the behavior of SHGS providing them with infrastructure and soft
bank loans.
Sujith chakravathi ICFAI Journals University press 2007
Ram chandji revealed that the farmer benefited when consumer directly purchase
their products from them. The elimates the the role of a middleman and consumer
get the benefit of fresh products at reasonable cost said trade management experts.
Ram chandji the Hindu New Delhi may 20 “no role for middlemen in product
selling”
Ottoman J.A in his study said that Uzhavar sandhai concept his beneficial to small
& marginal farmers who can bring limited quality of products which they cannot
sell in the wholesale market the farmer need training.
Ottoman J.A (1993) green marketing
Murali kallumal &sakthi srinivasan in their urged policy makers to promote such
farmer market in the interview of livelihood & food security.
Murali → meeting local demands for vegetable & fruits the dynamics of farmers.
10
The Study Commissioned by the Oxfam GB in India
Uzhavar Sandhai is in operation in Tamilnadu since 1999 with first such farmers’
market being set up in Madurai. As per 2002 data, there are about 102 Uzhavar
Sandhais in various urban centre’s in Tamil Nadu. “It has survived despite
inadequate support from the government, which has focused its energies behind
promotion of Self Help Group (SHGs), providing them with infrastructure and soft
bank loans. Therefore, the Uzhavar Sandhais have survived purely because of the
merits in their unique system of marketing,” the study said. Farmers are allotted a
space where they can sell their produces. The government has set up marketing
committees to identify farmers and give them a permit or identity cars. Farmers do
not pay any rent or commission. The marketing committee fixes the prices of fruits
and vegetables, which holds good for the whole day.
The Hindu, New Delhi May 20
“No Role for middlemen in product Selling” Farmers have benefited when the
consumers directly purchase their produces from them. This eliminates the role of a
chain of middlemen and consumers get the benefit of fresh produces at reasonable
rates, said trade and management experts.
11
Research Methodology
Methodology
A good research work requires a clear methodology because only through the
applicants of correct methodology in selection of sample techniques appropriate
tools of data collection with founded conclusion can be drawn on the phenomenon
under consideration.
Research design
The design of this study is descriptive research. Descriptive research includes
surveys& fact finding enquiries of different kinds. The major purpose of
descriptive research if description of the state of affairs as it exists at present.
Data sources
Primary data
This was gathered with the help of structured questionnaire being administered to
the respondent
Secondary data
This was collected from the various books journals, website pertaining to the study
Research method
Survey method was adopted for the study
12
Sampling procedure
Sampling technique
Convenience sampling technique was used in this study
Sampling size
The sampling constituted of 110 customers.
Area of research
This research was conducted in Coimbatore city
Tools used
In this project simple percentage analysis & chi square method is used
Period of study
This study was carried out in Coimbatore city for a period of 2010 -2011
13
Table 1: table showing Age of the respondents
INTERPRETATION Table 1 shows 13% of the respondents are below 25 years, 50% of the respondents
are between 25-45 years, 26% of the respondents are between 45-65 years, 11% of
the respondents are above 65 years.
Majority of the respondents 50% are between 25-45 years old
14
S.no Age No. of respondent
Percentage
1.
2.
3.
4.
Below 25
25-45
45-65
Above 65
14
55
29
12
13
50
26
11
Total 110 100
Chart 1: Chart showing Age of the respondents
Below 25 25-45 45-65 Above 650
10
20
30
40
50
60
13
50
26
11
age of respondents
no of respondents
15
Table 3: table showing Gender of the respondents
INTERPRETATION
Table 3 shows 47% of the respondents are male&53% of the respondents are female
Majority of the respondents 53% are female
16
S.no Gender No. of respondent
Percentage
1.
2.
Male
Female
52
58
47
53
Total 110 100
Chart 3: Chart showing Gender of the respondents
Male Female44
45
46
47
48
49
50
51
52
53
54
47
53
no of respondents
percentage
17
Table 2: Table showing Residential areas of the respondents
INTERPRETATION
Table 2 shows 34% of the respondents are belong to urban
area,35% of the respondents are belong to semi- urban area ,31% of the
respondents are belong to rural area.
Majority of the respondents 35% are belong to semi- urban area
18
S.no Residential area
No. of respondent
Percentage
1.
2.
3.
Urban
Semi-Urban
Rural
37
38
35
34
35
31
Total 110 100
Chart 2: Chart showing Residential areas of the respondents
Urban Semi-urban Rural29
30
31
32
33
34
35
36
no of respondents
percentage of respondents
19
Table 4 : Table showing Occupation status of the respondents
INTERPRETATION
Table 4 shows 15% of the respondents are professionals,
30% of the respondents are doing business, 42% of the respondents are employed,
and 13% of the respondents are house maker.
Majority of the respondents 42% are employed
20
S.no Occupation No. of respondent
Percentage
1.
2.
3.
4.
Professional
Business
Employed
House maker
16
33
46
15
15
30
42
13
Total 110 100
Chart 4: Chart showing Occupation status of the respondents
Professional Business Employed Housemaker0
5
10
15
20
25
30
35
40
45
no of respondents
percentage
21
Table 5: table showing Education level of the respondents
INTERPRETATION Table 5shows table 1% of the respondents do not have formal education,
42% of the respondents have education till school level, 42% of the respondents
have education till college level, 14% of the respondents are professionally
qualified, 1% of the respondents are in other category.
Majority of the respondents 42% have education till school level and college
level
22
S.no
Education level No. of respondent
Percentage
1.
2.
3.
4.
5.
No formal education
School level
College level
Professional qualification
Others
2
46
46
15
1
1
42
42
14
1
Total 110 100
Chart 5 : Chart showing Education level of the respondents
No formal education
School level College level Professiona qualification
Others0
5
10
15
20
25
30
35
40
45
1
42 42
14
1
Series1
no of respondents
percentage
Table 6: table showing Monthly income of the respondents
23
INTERPRETATION
Table 6 shows 15% of the respondents earn below 5000,
69% of the respondents earn between 5000-10000, 15% of the respondents earn
between 15000-25000, 1% of the respondents earn above 25000.
Majority of the respondents 69% earn between 5000-10000
24
S.no Monthly income No. of respondent
Percentage
1.
2.
3.
4.
Below 5000
5000-10000
15000-25000
Above 25000
16
77
16
1
15
69
15
1
Total 110 100
Chart 6: Chart showing Monthly income of the respondents
Below 5000 5000-15000 15000-25000 Above 250000
10
20
30
40
50
60
70
80
15
69
15
1
no of respondents
percentage
Table 7: table showing Family size of the respondents
25
INTERPRETATION
Table 7 shows 3% of the respondents have only 2 members in their
family, 15% o the respondents have 3 members in their family, 54% of the
respondents have 4 members in their family, 28% of the respondents have more
than 4 members in their family.
Majority of the respondents 54% have 4 members in their family
Chart 7 : Chart showing Family size of the respondents
26
S.no Family size No. of respondent
Percentage
1.
2.
3.
4.
2
3
4
More than 4
4
16
59
31
3
15
54
28
Total 110 100
2
3
4
More than 4
0 10 20 30 40 50 60
3
15
54
28
percentage
no of respondents
Table8 : table showing Form of source
27
INTERPRETATION
Table 8 shows 110% of the respondents know about Uzhavar santhai through
advertisement, the respondents did not get any information from Friends and
relatives.
Majority of the respondents 100% know about Uzhavar santhai through
advertisement
28
S.no
Form of Source No. of respondent
Percentage
1.
2.
3.
Advertisement
Friends
Others
110
0
0
100
0
0
Total 110 100
Chart 8: Chart showing Form of source
Advertisement Friends Others0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
100
0 0
no of respondents
percentage
Table 9: table showing Media of the respondents
29
INTERPRETATIONTable 9 shows 41% of the respondents came to know about Uzhavar santhai
through news paper, 5% of the respondents came to know about Uzhavar santhai
through notices, 50% of the respondents came to know about Uzhavar santhai
through radio, 4% of the respondents came to know about Uzhavar santhai through
other media.
Majority of the respondents 50% came to know about Uzhavar santhai
through radio
Chart 9: Chart showing Media of the respondents
30
S.no
If Advertisement state the media
No. of respondent
Percentage
1.
2.
3.
4.
Newspaper
Notices
Radio
Others
45
6
55
4
41
5
50
4
Total 110 100
Advertisement notice radio others0
10
20
30
40
50
60
41
5
50
4
Series1
no of resspondents
percentage
Table 10: table showing Influence of the respondents
31
INTERPRETATION
Table 10 shows 3% of the respondents are influenced by
their father to purchase vegetables from Uzhavar santhai, 44%% of the respondents
are influenced by their mother to purchase vegetables from Uzhavar santhai, 35%
% of the respondents are influenced by their wife/husband to purchase vegetables
from Uzhavar santhai, 18%% of the respondents are influenced by their children to
purchase vegetables from Uzhavar santhai
Majority of the respondents 44% are influenced by their mother to purchase
vegetables from Uzhavar santhai
32
S.no Influence in your family to purchase the
vegetables at Uzhavar santhai
No. of respondent
Percentage
1.
2.
3.
4.
Father
Mother
Wife/Husband
Children
3
48
39
20
3
44
35
18
Total 110 100
Chart 10: Chart showing Influence of the respondents
father Mother Wife/Husband Children0
5
10
15
20
25
30
35
40
45
3
44
35
18
no of respondents
percentage
Table 11: table showing Regular customer
33
INTRPRETATION
Table 11 shows 100% of the respondents are regular customers
Majority of the respondents 100% are regular customers
34
S.no Are you regular customer
No. of respondent
Percentage
1.
2.
Yes
No
110
0
100
0
Total 110 100
Chart 11: Chart showing Regular customer
Yes NO0
20
40
60
80
100
120
100 Series1
no of respondents
percentage
Table 12: table showing Years of the respondents
35
INTERPRETATION
Table12 shows 21% of the respondents are regular less than 1
year,34% of the respondents are regular between 1-3 year,45% of the respondents
are regular more than 3 years.
Majority of the respondents 45% are regular more than 3 years
Chart 12: Chart showing Years of the respondents
36
S.no
How long you have been regular
No. of respondent
Percentage
1.
2.
3.
Less than I yr
1-3 yr
More than 3 yr
23
37
50
21
34
45
Total 110 100
Less than 1 year 1-3 year] More than 3 year0
5
10
15
20
25
30
35
40
45
50
21
34
45
no of respondents
percentage
Table 13: table showing Frequent visit of the respondents
37
INTERPRETATION table 13 shows 24% of the respondents visit Uzhavar santhai
daily, 33% of the respondents visit Uzhavar santhai once in 2 days, 18% of the
respondents visit Uzhavar santhai once in 3 days, and 25% of the respondents visit
Uzhavar santhai more than that
Majority of the respondents 33 % visit Uzhavar santhai once in 2 days
Chart 13: Chart showing Frequent visit of the respondents
38
S.no
How frequently you visit
No. of respondent
Percentage
1.
2.
3.
4.
Daily
Once in 2 days
Once in 3 days
More than that
27
86
20
27
24
33
18
25
Total 110 100
Daily Once in 2 days Once in 3 days More than that0
5
10
15
20
25
30
35
Daily; 24
Once in 2 days; 33
Once in 3 days; 18
More than that; 25
no of respondents
percentage
\\
Table 14: table showing Reason for choosing
39
INTERPRETATION table 14 shows 11% of the respondents say the reason for choosing
Uzhavar santhai is because of low price, 19% of the respondents say the reason for
choosing Uzhavar santhai is because of right quantity, 49% of the respondents say
the reason for choosing Uzhavar santhai is because of fresh item, 21% of the
respondents say the reason for choosing Uzhavar santhai is because of others.
Majority of the respondents 49% say the reason for choosing Uzhavar santhai
is because of fresh item
Chart 14: Chart showing Reason for choosing
40
S.no Reason for choosing Uzhavar
santhai
No. of respondent
Percentage
1.
2.
3.
4.
Lower price
Right quantity
Fresh item
Others
12
21
54
22
11
19
49
21
Total 110 100
Lower price Right quantity Fresh item Others0
10
20
30
40
50
60
1119
49
21
no of respondents
percentage
41
Table 15: table showing Pricing in the market
INTERPRETATIONtable 15 shows % of the respondents think the pricing of Uzhavar santhai is very
high,16% of the respondents think the pricing of Uzhavar santhai is high,73% of
the respondents think the pricing of Uzhavar santhai is normal,10% of the
respondents think the pricing of Uzhavar santhai is low.
Majority of the respondents73% think the pricing of Uzhavar santhai is
normal
42
S.no Pricing in Uzhavar santhai
No. of respondent
Percentage
1.
2.
3.
4.
Very high
High
Normal
Low
2
18
80
11
1
16
73
10
Total 110 100
Chart 15 : Chart showing Pricing in the market
Very high high normal low0
10
20
30
40
50
60
70
80
Very high; 1
high; 16
normal; 73
low; 10
no of respondents
percentage
Table 16: table showing Quality of Uzhavar sandhai
43
INTERPRETATION
table 16 shows 10% of the respondent think the quantity is very
good,4% of the respondent think the quantity is good,84% of the respondent think
the quantity is normal,12% of the respondent think the quantity is poor.
Majority of the respondent 84% think the quantity is normal
Chart 16: Chart showing Quality of Uzhavar sandhai
44
S.no About the quality
No. of respondent
Percentage
1.
2.
3.
4.
Very good
Good
Normal
Poor
5
92
13
0
10
4
84
12
Total 110 100
Very good good normal poor0
10
20
30
40
50
60
4
54
12
0
Series1
no of respondents
percentage
Table 17: table showing Problems of the respondents
45
INTERPRETATION
Table 17 shows 100% of the respondents say that they face
difficulties and problems at the time of purchase
Majority of the respondents 100% say that they face difficulties and problems
at the time of purchase
46
S.no
If any problem during purchase
No. of respondent
Percentage
1.
2.
Yes
No
110
0
100
0
Total 110 100
Chart 17: Chart showing Problems of the respondents
Yes no0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
100
0
no of respondents
percentage
Table 18: table showing Problems in Uzhavar sandhai
47
INTERPRETATION
Table 18 shows 26% of the respondents say they face problem
because of over crowd, 35% of the respondents say they face problem because of
distance, 33% of the respondents say they face problem because of non-
availability, 6% of the respondents say they face problem because of others.
Majority of the respondents 35% say they face problem because of distance
48
S.no
If, Yes what is the problem
No. of respondent
Percentage
1.
2.
3.
4.
Over crowd
Distance
Non-Availability
Other specify
29
39
35
7
26
35
33
6
Total 110 100
Chart 18: Chart showing Problems in Uzhavar sandhai
Over crowd Distance Non-Availability Others0
5
10
15
20
25
30
35
40
26
35 33
6
no of respondents
percentage
Table 19 Satisfaction level of the respondents
49
INTERPRETATION
table 19 shows 15% of the respondents have high satisfaction, 5% of the
respondents have low satisfaction, and 80% of the respondents have moderate
satisfaction.
Majority of the respondents 80% have moderate satisfaction
50
S.no
Level of satisfaction
No. of respondent
Percentage
1.
2.
3.
4.
Very high satisfaction
High satisfaction
Low satisfaction
Moderate satisfaction
0
16
6
88
0
15
5
80
Total 110 100
Chart 19: Chart showing Satisfaction level of the respondents
Very high satisfaction high satisfaction Low satisfaction Moderate satisfacton0
10
20
30
40
50
60
70
80
90
0
155
80
no of respondents
percentage
51
Table 20: table showing Whether satisfied or not
INTERPRETATION
table 20 shows 100% of the respondents are not satisfied with the facilities in
Uzhavar santhai
Majority of the respondents 100% are not satisfied with the facilities in
Uzhavar santhai
52
S.no
Are you satisfied No. of respondent
Percentage
1.
2.
Yes
No
0
110
0
100
Total 110 100
Chart 20: Chart showing Whether satisfied or not
Yes No0
20
40
60
80
100
120
0
100
no of respondents
percentage
53
Table 21: table showing Reason for dissatisfaction
INTERPRETATION
Table 21 shows 36% of the respondents are not satisfied
because of inadequate space, 40% of the respondents are not satisfied because of
bulk purchase by vendors, 54% of the respondents are not satisfied because of
items are not fully available.
Majority of the respondents 54% are not satisfied because of items are not
fully available
54
S.no If, no state the reason
No. of respondent
Percentage
1.
2.
3.
Inadequate space
Bulk purchase by vendors
Items are not fully available
40
44
20
36
40
54
Total 110 100
Chart 21: Chart showing Reason for dissatisfaction
55
36
40
24
Inadquate spaceBulk purchase by vendarsItems are not fully available
Chi Square Test of Independence
For a contingency table that has r rows and c columns, the chi square test can be thought of as a
test of independence. In a test of independence the null and alternative hypothesis are:
Null Hypothesis H0: The two categorical variables are independent or not associated.
Alternative Hypothesis H1: The two categorical variables are related.
Level of Significance: 5% level or =0.05 (usually).
We can use the equation Chi Square = the sum of all the (Oi – Ei)2. Here Oi denotes the
frequency of the observed data and Ei is the frequency of the expected values. The general table
would look something like the one below:
Category I Category II Category III Row Totals
Sample A a b c a+b+c
Sample B d e f d+e+f
Sample C g h I g+h+I
Column Totals a+d+g b+e+h c+f+I a+b+c+d+e+f+g+h+i=N
56
Now we need to calculate the expected values for each cell in the table and we can do that using
the row total times the column total divided by the grand total (N). For example, for cell a the
expected value Ei would be (a+b+c)(a+d+g)/N.
Once the expected values have been calculated for each cell, we can use the same procedure are
before for a simple 2 x 2 table.
ObservedExpecte
d|Oi - Ei| (Oi - Ei)2 (Oi - Ei)2/Ei
in this example, Degrees of Freedom for 3x3 table= (r - 1)(c - 1) = 2(2) =4
57
(Oi — Ei)2/ EiChi Square observe value =
Chi Square test of association between gender and Frequency of visiting
Null Hypothesis H0: There is no association between gender and frequency of
visiting.
Alternative Hypothesis H1: There is an association between gender and frequency
of visiting.
Level of Significance: 5% level or α=0.05.
frequency of visiting
Total<=2 days
>2 days
GenderMales 32 20 52
Females 31 27 58
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Total 63 47 110
Interpretation
Since the Chi Square observed value (0.733) is less than the Chi square expected
value (3.84) at 5% level of significance with probability 0.392 for 1 D.F., we
accept the null hypothesis and say that there is no association between gender and
frequency of visiting. Males and females visit Uzhavar Sandhai on equal basis.
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Chi Square test of association between gender and opinion about price
Null Hypothesis H0: There is no association between gender and opinion about
price
Alternative Hypothesis H1: There is an association between gender and opinion
about price.
Level of Significance: 5% level or α=0.05.
Opinion about price
TotalVery High/ High
Normal / Low
GenderMales 12 40 52
Females 8 50 58
Total 20 90 110
Interpretation
Since the Chi Square observed value (1.589) is less than the Chi square expected
value (3.84) at 5% level of significance with probability 0.208 for 1 D.F., we
accept the null hypothesis and say that there is no association between gender and
opinion about price. Males and females are having the same level of opinion about
the price of vegetables in Uzhavar Sandhai.
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Chi Square test of association between frequency of visiting and opinion
about price
Null Hypothesis H0: There is no association between frequency of visiting and
opinion about price.
Alternative Hypothesis H1: There is an association between frequency of visiting
and opinion about price.
Level of Significance: 5% level or α=0.05.
Opinion about price
TotalVery High/ High
Normal / Low
Frequency of visiting
<=2 days 13 50 63
>2 days 7 40 47
Total 20 90 110
Interpretation
Since the Chi Square observed value (0.596) is less than the Chi square expected
value (3.84) at 5% level of significance with probability 0.44 for 1 D.F., we accept
the null hypothesis and say that there is no association between frequency of
visiting the Uzhavar Sandhai and opinion about price of vegetables. Opinion about
price of vegetables does not affect the frequency of visiting in any way.
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FINDINGS
Majority of the respondents are between 25-45 years 50%
Majority of the respondents are female 53%
Majority of the respondents are belong to semi- urban area 35%
Majority of the respondents are employed 42%
Majority of the respondents have education till school level and
college level 42%
Majority of the respondents earn between 5000-10000 69%
Majority of the respondents have 4 members in their family 54%
Majority of the respondents know about Uzhavar santhai through
advertisement 100%
Majority of the respondents came to know about Uzhavar santhai
through radio 50%
Majority of the respondents are influenced by their mother to
purchase vegetables from Uzhavar santhai 44%
Majority of the respondents are regular customers 100%
Majority of the respondents are regular more than 3 years 45%
Majority of the respondents visit Uzhavar santhai once in 2 days
33%
Majority of the respondents say the reason for choosing Uzhavar
santhai is because of fresh item 49%
Majority of the respondents think the pricing of Uzhavar santhai is
normal 73%
Majority of the respondent think the quantity is normal 84%
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Majority of the respondents say that they face difficulties and
problems at the time of purchase 100%
Majority of the respondents say they face problem because of
distance 35%
Majority of the respondents have moderate satisfaction 80%
Majority of the respondents are not satisfied with the facilities in
Uzhavar santhai 100%
Majority of the respondents are not satisfied because of items are
not fully available 54%
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SUGGESTIONS
1. Working time of Uzhavar sandhai should be extended.
2. License of the farmer should be checked.
3. Parking facility should be provided.
4. Evening also should available.
5. Rate board should be kept before each shop.
6. Uzhavar sandhai should start in many places.
7. Spoiled vegetables should be put in proper place.
8. The weighting machine should be checked.
9. Toilet facilities are needed.
10.Water facility needed.
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Conclusion
A study on consumer satisfaction towards Uzhavar sandhai has helped us to
understand the consumer’s point of view about purchasing. The research has
helped us to have a brief visit in to drawbacks& advantages of purchasing in the
Uzhavar sandhai. These researches also help us to know about the suggestions
people which will enable them to have a better purchasing experience.
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Bibliography
Marketing and Management - Philip Kotler
Research methodology - C.R.Kothari
Research and business research method - C.William Emory
WEBSITE
www.hindu.comwww.google.comwww.farmersmarket.com
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