Towards Excellence

(ISSN No. 0974-035X)
(An indexed refereed & peer-reviewed journal of higher education)
UGC-MALAVIYA MISSION TEACHER TRAINING CENTRE GUJARAT UNIVERSITY

A STUDY TO MEASURE SATISFACTION OF VEGETABLE CUSTOMERS IN GUJARAT DURING LOCKDOWN PERIOD

Authors:

J. M. Badiyani

Abstract:

This paper examines the perceived satisfaction of customers of vegetables during lockdown period of 2020 because of covid 19 in Gujarat state of India.  A sample of 380 customers were surveyed using structured questionnaire and analysed using statistics like descriptive analysis, t – test, ANOVA test and factor analysis.  The factor analysis reduced variables from 12 to 4. The four categories are price and promotional offers,  variety, off season and origin, quality, freshness, hygiene and production and appearance and packaging. Demographic analysis is done for various factors. Gender, age and place of purchase groups didn't show significant difference of satisfaction while, education, income, time of purchase and frequency of purchase has shown significant differences of satisfaction for various groups.  The results may help the decision makers to serve consumers better. The findings may also be useful for further researchers. 

Keywords:

Vegetable, Customer Satisfaction, Demographic factors, Factor analysis, Categories of factors. 

Vol & Issue:

VOL.13, ISSUE No.3, September 2021