Consumer attitude and behavior towards purchasing agri food: A case study of tomato cropPantnagar Journal of Research, Volume - 20, Issue - 1 ( January-April. 2022)
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Agri food market is very challenging in India and developing rapidly. Consumers have raised great interest to healthy and tasty diet with high nutritional compounds, confidence in food safety, environmental and animal welfare concern and also sustainability. This paper presents attitude and consumption pattern for agri food of consumers. Quantitative data is collected by survey method consisting of structured questions which are only targeted to Agri produces and consumers. Agri food market in India suffers from various challenges. These challenges are mainly due to poor supply chain practices. In the recent years Agri supply has raised the attention of many researchers. An efficient supply chain is the need of Agri market and this can add value to the delivery of final product. Inefficiency in the Agri supply chain network causes poor delivery of Agri product and this directly affect the attitude and behavior of consumer. This paper also focuses on constraints faced by consumer while purchasing Agri produce. This study aims to identify and rank a number of attributes, focusing on how their statistical significance across the consumers of fresh produce buying decisions. The study suggests that the farmers need to enhance the nutritive value of tomato by limiting the use of chemical and pesticides. The consumers have given more priority to the organic and healthy crop of tomato.
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