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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