Consumer Purchasing Behavior Towards Fresh Fruits and Vegetables: A Literature Review

Abstract

Customers increasingly expect higher quality and service and some customization. In response entrepreneurial retailers are building entertainment into stores with coffee bars, demonstrations and performances. They are marketing an ‘experience’ rather than a product assortment. Subsequently, store based small retailers are succumbing to the growing power of giant retailers (Kotler, 2002). The large retail outlets or mall phenomenon is changing the way the urban consumer shop. While exhibiting gradual acceptance of the organized retail stores and have significantly increased their spending at the malls.

Keywords: consumer behavior, consumer attitude, consumer perception, fresh fruits and vegetables

JEL Classification: M10, M31