Authors : Shakeel-Ul-Rehman and M. Selvaraj
Abstract: Direct marketing of agricultural products is economic way to satisfy the producers as well as buyers. Direct marketing of selling agricultural produce is seen progressing in India throughout. On one hand, it would enable a farmer to gain maximum possible share a consumer spends on purchasing the agricultural products and on the other hand, it would deliver the produce at cheap and affordable prices to customers. Uzhavar Santhai locally or commonly called as farmers’ market is one example which has achieved success in most parts of India through an efficient marketing system of direct sale of fresh vegetables and fruits. This social institution has provided a good impact on the upliftment of farmer class in the country. The present study presents a survey based approach to find the relationship between the factors which influence the purchasing behavior and preference of customers with respect to these markets in Namakkal district of Tamil Nadu, India.
Shakeel-Ul-Rehman and M. Selvaraj, 2013. Factors Influencing Customer Preference Towards Uzhavar Santhais (Farmers’ Market) in Namakkal District Tamil Nadu. International Business Management, 7: 84-90.