A study on Road side vendors at coimbatore, india.

1. CONSUMER BEHAVIOR
@
SABZI MANDI
TEAM ANALYTICS
- SOURANGSHU SARKAR
- RAHUL WADHWA
- RAMYA S
- SNEHA NIMKAR
- BAIBHAV BAJPAI

2. Objectives…..
• To know buyers
purchasing behavior
• To know buyer's
preferences
• To know buyer's
dislike
• To know buyer’s
expectations
2

3. Relevance with companies
• How to attract middle
class customers
• How to know what they
want
• How to fulfill buyers
expectations
• What extra experiences
can be added to retain
them
3

4. ROAD SIDE VEGETABLE SHOP
VS SUPER MARKETS
Road side vegetable market Vs super market
• price
• Freshness
• Flexible timing
• Stock
• Location
• experience / aroma

5. Why SabjiMandi ?
 Poor people for price
 Middle class people for price as well as freshness
 Upper middle and Upper class people for
freshness and quality
 Distance and place is common reason

6. Data sets
Drop Page Fields Here
Occupation Vs Frequency of Consumption
Count of frequency of consumption
7
6
5
frequency of consumption
4
every day
thrice
3 tw ice
w eekly
2
1
0
home maker w orking
occupation

7. Data sets
Occupation Vs Fields Here
Drop Page Planned/unplanned
Count of planned/unplanned
8
7
6
5
planned/unplanned
4 Planned
Unplanned
3
2
1
0
home maker working
occupation

8. Data sets
Drop Page Fields Here
Lifestyle Vs Frequency of Consumption
Count of frequency of consumption
7
6
5
frequency of consumption
4
every day
thrice
3 twice
weekly
2
1
0
low middle
lifestyle

9. Data sets
Drop Page Fields Here
Lifestyle Vs Want
Count of want
8
7
6
5
want
4 basic needs
most of them
3
2
1
0
low middle
lifestyle

10. Data sets
Drop Page Fields Here
Distance Vs Frequency of Consumption
Count of frequency of consumption
7
6
5
frequency of consumption
4
every day
thrice
3 twice
weekly
2
1
0
long short
distance

11. Data sets
Drop Page Fields Here
Distance Vs Want
Count of want
9
8
7
6
5 want
basic needs
4 most of them
3
2
1
0
long short
distance

12. Data sets
Drop Page Fields Here
Family Size Vs Type of Vegetables
Count of type of vegetables
4.5
4
3.5
3
2.5 type of vegetables
Fresh for long
2 immediate consumption
1.5
1
0.5
0
3 4 5 6 7
family size

13. Data sets
Family Size Vs Page Fieldsof Consumption
Drop Frequency Here
Count of frequency of consumption
4.5
4
3.5
3
frequency of consumption
2.5
every day
thrice
2 twice
weekly
1.5
1
0.5
0
3 4 5 6 7
family size

14. Prices & Distance
Drop Page Fields Here
Count of prices
10
9
8
7
6
5
prices
4
Important
3
Not Important
2
1
0
long
short
distance

15. Prices & Age
Drop Page Fields Here
Count of prices
6
5
4
3 prices
Important
Not Important
2
1
0
20+
30+
40+
50+
age

16. Prices & Lifestyle
Drop Page Fields Here
Count of prices
8
7
6
5
4
prices
3 Important
Not Important
2
1
0
low
middle
lifestyle

17. Prices & Occupation
Drop Page Fields Here
Count of prices
7
6
5
4
prices
3 Important
Not Important
2
1
0
home maker
working
occupation

18. Prices & Gender
Drop Page Fields Here
Count of prices
7
6
5
4
3 prices
Important
2 Not Important
1
0
F
M
gender

19. Prices & Consumption Frequency
Drop Page Fields Here
Count of prices
7
6
5
4
3 prices
Important
2 Not Important
1
0
every day
twice
thrice
weekly
frequency of consumption

20. Prices & Family size
Drop Page Fields Here
Count of prices
6
5
4
3
prices
Important
2
Not Important
1
0
3
4
5
6
7
family size

21. Prices & Quality
Drop Page Fields Here
Count of prices
8
7
6
5
4
prices
3
Important
Not Important
2
1
0
doesn't matter
fresh
like anywhere
else
quality

22. Prices & Vegetables bought
Drop Page Fields Here
Count of prices
7
6
5
4
prices
3 Important
Not Important
2
1
0
Fresh for long
immediate consumption
type of vegetables

23. Prices & Purchase type
Drop Page Fields Here
Count of prices
7
6
5
4
prices
3 Important
Not Important
2
1
0
Planned
Unplanned
planned/unplanned

24. Prices & Gender
Drop Page Fields Here
Count of prices
7
6
5
4
prices
3 Important
Not Important
2
1
0
F
M
gender

25. Prices & kind of Want
Drop Page Fields Here
Count of prices
9
8
7
6
5
prices
4
Important
3 Not Important
2
1
0
basic needs
most of them
bought

26. Prices & Region
Drop Page Fields Here
Count of prices
8
7
6
5
4
prices
Important
3
Not Important
2
1
0
A.P
Kerala
T.N
region

27. HYPOTHESIS
• H0 : µ0 > 15 (NULL HYP): Price influences buying behavior.
• H1 : µ0 <= 15 (ALT HYP): Prices don’t influence buying behavior.
• For 95 % confidence interval, α=0.05.
• From the data
• x̄ = 30
• S=3
• From calculations (Due to n =16 which is n < 30, we use t
• t = 6.67 distribution.)
• t α=2.131

28. INFERENCE
• Conclusion:
Reject null hypothesis if t < t α
Don’t reject null hypothesis if t > t α
• Inference
Here 6.67 > 2.131 => t > t α .
So don’t reject null hypothesis H0 : µ0 > 15.
=> Prices influence buying behavior at the Sabzi
Mandi.

29. Suggestions for the market
• Giving land on rent to the sellers.
• Providing a hygienic place for the consumers.
• Providing a common place for all the groups
consumers.
• Awareness of the market.

30. Business Model
 Organized retailer can make contract with village
vegetable marketer so that they would able to attract
all middle class consumer who do other shopping there.

31. Business growth advice
• Targeting institutions /
small hotels for vegetable
supply – As the vegetable
market is weekly basis,
the shop owners can
target nearby institutions
or hotels etc for fresh
vegetable supply at a
lower price than retail
market