INTRODUCTION

The definition of customer satisfaction has widely debated as organizations increasingly attempts to measure it. Customer satisfaction can be experienced in a variety of situation connected to both goods and services. It is highly personal assement that is greatly affected by customer expectation. Satisfaction is also based on the customer experience of both contacts with the organization and personal outcomes. Some researchers define a satisfied customer within the private sector as one who receives significant added value to his/her bottom line. Customer satisfaction differs depending on the situation and the product or service. A customer may be satisfied with a product or service, an experience a purchase decision a sales person, store service provider or an attribute or any of their customer Uzhavar satisfaction is a highly personal assement that is greater influenced by individual expectation of the customer satisfaction from the confirmation of individual expectation regarding the products or service.

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Introduction to Uzhavar santhai
Marketing of fruits and vegetables is more complex in nature in comparison with the other field crops because of special traits like highly perishable nature, seasonality and bulkiness, which needs special care and immediate disposal. The Uzhavar Sandhai has assumed more relevance and significance especially in respect of marketing fruits and vegetables. The Uzhavar Sandhai is mainly organized to enhance the farmer’s income by preventing intermediaries and distress selling. As the sale at the Uzhavar Sandhai is only for cash, the farmers are getting money immediately. This is absent when they sell their produce to the middlemen because most of the traders make delayed payment. The Uzhavar Sandhai revolves around the farmer and raises the position of farmerto-farmer seller. The farmer is motivated to bring his produce to the Uzhavar Sandhai as he can directly market it to the consumers. Day in and out, they come to the market and the market has become their life breath and in turn the farmer sellers have become the life breath of the market. Hence an attempt has been made to analyses the farmer sellers in selected Uzhavar Sandhai in the sandhais at Nagercoil, Kanyakumari and Valliyur areas in Tamil Nadu

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Agriculture occupies a very important role in the growth of our country which is also the back bone of the economic system. India is primarily an agricultural country. The prosperity of Indian economy is dependent on the course of agricultural production of course agriculture contributes a major share of the national economic of India. In India agriculture meets almost the entire food requirements of the people. Agriculture also provides fodder to sustain livestock whose number run to several cores. In the field of agriculture marketing determine the value of agricultural products in term of many and them to the final customer. Most of the farmers sells their products through village level markets, fairs, man dies, co-operative society etc- in the above process of agricultural marketing the middlemen exploit farmers as well as consumers. In order to eliminate the middlemen between farmer and consumer THE GOVERNMENT OF TAMIL NADU introduces the new concept namely Uzhavar sandhai in 1999.

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The farmer union agricultural secretary MS gill on his visit to this country was impressed by this concept of farmers market and he replicated by indicating apna mandis in Punjab and Haryana in early 1987 The silling DMK government in Tamil nadu subsequently replicated this concept in 1999 in the form of Uzhavar sandhai Andhra Pradesh suit and started the eyothic bazaar on similar lines. The trade policies pursued by the government since 1990s have been talking towards the country toward a tariff alone approach which has to been opened the economy to large imports of much cheaper agriculture goods and has threatened the very livelihood of both agriculture labour and small farmer. Both kallumarai &srinivasan asseted the relevance of Uzhavar sandhai and said that it can protect the farmers on impact of falling prices caused by opening up for cheap improvement and disrupted trade practices in WTO requires. On many occasions India imports of vegetables and fruits have displaced an equivalent demand for the same product produced in the country which has direct impact prices that farmer get.History of Uzhavar sandhai Uzhavar sandhai had its birth in the concept of kal ghol in Russia. 4 .

Staff pattern Uzhavar sandhai administrative officer ↓ Uzhavar sandhai assistant administrative Officer ↓ Agricultural officer ↓ Assistant agricultural officer ↓ Watchman ↓ Scavenger ↓ Santhai paniyalgal 5 .

Water supply is available in the Uzhavar sandhai To sell unsold items on the next day storage facilitates are available. Features  The price of the vegetable and fruits are daily fixed at the average of 20% higher than the whole sale price.    It also functions as a technical information centre to the farmer. Seeds& other inputs are also provides in some Uzhavar sandhai.    The Uzhavar sandhai are functioning on all the days of the week. To provide correct measurement to the consumer. To give full satisfaction to the farmer public. It also acts as a technical training centre to the farmer. 6 . To provide fresh vegetables and fruits at reasonable price daily.  The prices of vegetables and fruits are daily displayed in front of each shop as well as exhibited in big sign boards of the markets. To provide the fresh fruits and vegetables at the lesser price than that of retailer price of consumer.AIM      To facilitate direct control between the farmers & public.

Tirunelveli and Thovalai which are the most sought after Uzhavar sandhais adjacent to the God’s own country. traded. Kerala. type of produced.Need & scope of the study Need The purpose of study is to study about the customer satisfaction towards Uzhavar santhai and offer suggestion for further improvement. Valliyur. In Madurai and Virudhunagar districts eleven Uzhavar Sandhais were established. income and source of information towards Uzhavar Sandhai Scope Scope is to study the customer satisfaction towards Uzhavar santhai ant to suggest some measures to improve the facility available in Uzhavar santhai 7 . These are some of the markets from where a large number of traders purchase huge quantities of vegetables for sale in Kerala. The government established hundred Uzhavar Sandhais in various parts of Tamilnadu. The researcher attempts to find out whether Uzhavar sandhai is a boon or bane in Tamilnadu. The study highlights the personal profile of farmers with respect to their age. At present there are as many as five Uzhavar sandhais situated at Kanyakumari. income. Nagercoil.

   To study the customer awareness towards Uzhavar sandhai To study the customer ideas. opinion & preference for buying vegetables. 8 . Secondary objective  To study the factor that influences the purchase of vegetables in Uzhavar sandhai.Objectives of the study Primary objective  To study the customer satisfaction towards purchase in Uzhavar sandhai. To offer suggestion on the basis of the study.

Limitation of the study   Study is restricted to Coimbatore city Findings of the study depends on the accuracy of the study given by the respondent  The sample is restricted to only 110 9 .

10 . It has survived despite inadequate support from the government which has focused in energies behind the behavior of SHGS providing them with infrastructure and soft bank loans.A in his study said that Uzhavar sandhai concept his beneficial to small & marginal farmers who can bring limited quality of products which they cannot sell in the wholesale market the farmer need training. Ottoman J. Sujith chakravathi ICFAI Journals University press 2007 Ram chandji revealed that the farmer benefited when consumer directly purchase their products from them. As per 2002 data there are about 102 Uzhavar santhai in various urban centers in Tamil nadu. Murali → meeting local demands for vegetable & fruits the dynamics of farmers.A (1993) green marketing Murali kallumal &sakthi srinivasan in their urged policy makers to promote such farmer market in the interview of livelihood & food security. Ram chandji the Hindu New Delhi may 20 ―no role for middlemen in product selling‖ Ottoman J.Review of literature Sujith chakravathi revealed that Uzhavar sandhai in operation Tamil nadu since1999 with first such farmer market step in Madurai. The elimates the the role of a middleman and consumer get the benefit of fresh products at reasonable cost said trade management experts.

11 .‖ the study said. which holds good for the whole day. Farmers are allotted a space where they can sell their produces. The government has set up marketing committees to identify farmers and give them a permit or identity cars.The Study Commissioned by the Oxfam GB in India Uzhavar Sandhai is in operation in Tamilnadu since 1999 with first such farmers’ market being set up in Madurai. Therefore. The Hindu. Farmers do not pay any rent or commission. ―It has survived despite inadequate support from the government. the Uzhavar Sandhais have survived purely because of the merits in their unique system of marketing. there are about 102 Uzhavar Sandhais in various urban centre’s in Tamil Nadu. As per 2002 data. providing them with infrastructure and soft bank loans. The marketing committee fixes the prices of fruits and vegetables. New Delhi May 20 ―No Role for middlemen in product Selling‖ Farmers have benefited when the consumers directly purchase their produces from them. which has focused its energies behind promotion of Self Help Group (SHGs). This eliminates the role of a chain of middlemen and consumers get the benefit of fresh produces at reasonable rates. said trade and management experts.

The major purpose of descriptive research if description of the state of affairs as it exists at present. Data sources Primary data This was gathered with the help of structured questionnaire being administered to the respondent Secondary data This was collected from the various books journals. website pertaining to the study Research method Survey method was adopted for the study 12 . Descriptive research includes surveys& fact finding enquiries of different kinds. Research design The design of this study is descriptive research.Research Methodology Methodology A good research work requires a clear methodology because only through the applicants of correct methodology in selection of sample techniques appropriate tools of data collection with founded conclusion can be drawn on the phenomenon under consideration.

Area of research This research was conducted in Coimbatore city Tools used In this project simple percentage analysis & chi square method is used Period of study This study was carried out in Coimbatore city for a period of 2010 -2011 13 .Sampling procedure Sampling technique Convenience sampling technique was used in this study Sampling size The sampling constituted of 110 customers.

Majority of the respondents 50% are between 25-45 years old 14 . of respondent 14 55 29 12 Percentage 1. 3. 4. 11% of the respondents are above 65 years. 26% of the respondents are between 45-65 years.no Age No. Below 25 25-45 45-65 Above 65 13 50 26 11 Total 110 100 INTERPRETATION Table 1 shows 13% of the respondents are below 25 years. 2.Table 1: table showing Age of the respondents S. 50% of the respondents are between 25-45 years.

Chart 1: Chart showing Age of the respondents 60 r e s p o n d e n t s 50 50 40 30 20 10 0 Below 25 25-45 45-65 Above 65 age of respondents 13 26 n o o f 11 15 .

no Gender No. Male Female Total 47 53 100 INTERPRETATION Table 3 shows 47% of the respondents are male&53% of the respondents are female Majority of the respondents 53% are female 16 .Table 3: table showing Gender of the respondents S. 2. of respondent 52 58 110 Percentage 1.

Chart 3: Chart showing Gender of the respondents 54 p e r c e n t a g e 53 52 51 50 49 48 47 46 45 44 Male no of respondents 47 53 Female 17 .

31% of the respondents are belong to rural area.urban area 18 . Majority of the respondents 35% are belong to semi.35% of the respondents are belong to semi. 3.urban area .Table 2: Table showing Residential areas of the respondents S.no Residential area Urban Semi-Urban Rural No. of respondent 37 38 35 Percentage 1. 34 35 31 Total 110 100 INTERPRETATION Table 2 shows 34% of the respondents are belong to urban area. 2.

Chart 2: Chart showing Residential areas of the respondents 36 35 34 33 percentage of respondents 32 31 30 29 Urban Semi-urban no of respondents Rural 19 .

and 13% of the respondents are house maker. 2.Table 4 : Table showing Occupation status of the respondents S.no Occupation No. 3. Professional Business Employed House maker Total 16 33 46 15 Percentage 15 30 42 13 110 100 INTERPRETATION Table 4 shows 15% of the respondents are professionals. 30% of the respondents are doing business. 4. of respondent 1. Majority of the respondents 42% are employed 20 . 42% of the respondents are employed.

Chart 4: Chart showing Occupation status of the respondents 45 40 35 30 percentage 25 20 15 10 5 0 Professional Business Employed Housemaker no of respondents 21 .

42% of the respondents have education till school level. College level 4. Majority of the respondents 42% have education till school level and college level 22 . 42% of the respondents have education till college level. of Percentage respondent 2 46 1 42 42 14 1.Table 5: table showing Education level of the respondents S. Professional qualification 5.no Education level No. Others Total 46 15 1 1 110 100 INTERPRETATION Table 5shows table 1% of the respondents do not have formal education. No formal education School level 3. 2. 1% of the respondents are in other category. 14% of the respondents are professionally qualified.

Chart 5 : Chart showing Education level of the respondents 45 40 35 30 25 percentage 20 15 10 5 0 42 1 42 14 1 Series1 no of respondents 23 .

3. 4.no Monthly income No. Majority of the respondents 69% earn between 5000-10000 24 .Table 6: table showing Monthly income of the respondents S. Below 5000 5000-10000 15000-25000 Above 25000 16 77 16 1 Percentage 15 69 15 1 Total 110 100 INTERPRETATION Table 6 shows 15% of the respondents earn below 5000. of respondent 1. 15% of the respondents earn between 15000-25000. 1% of the respondents earn above 25000. 2. 69% of the respondents earn between 5000-10000.

Chart 6: Chart showing Monthly income of the respondents 80 70 p 60 e r 50 c e 40 n t 30 a g e 20 69 10 0 15 Below 5000 15 5000-15000 15000-25000 no of respondents 1 Above 25000 25 .

4. 2. 28% of the respondents have more than 4 members in their family. 15% o the respondents have 3 members in their family. of respondent 1. 3. 2 3 4 More than 4 4 16 59 31 Percentage 3 15 54 28 Total 110 100 INTERPRETATION Table 7 shows 3% of the respondents have only 2 members in their family.no Family size No.Table 7: table showing Family size of the respondents S. 54% of the respondents have 4 members in their family. Majority of the respondents 54% have 4 members in their family 26 .

Chart 7 : Chart showing Family size of the respondents n o o f r More than 4 e s p 4 o n d 3 e n t 2 s 0 28 54 15 3 10 20 30 percentage 40 50 60 27 .

the respondents did not get any information from Friends and relatives.n o Form of Source No. Majority of the respondents 100% know about Uzhavar santhai through advertisement 28 . 3. Advertisement Friends Others 100 0 0 Total 110 100 INTERPRETATION Table 8 shows 110% of the respondents know about Uzhavar santhai through advertisement.Table8 : table showing Form of source S. 2. of responden t 110 0 0 Percentag e 1.

Chart 8: Chart showing Form of source 100% 90% p 80% e 70% r c 60% e 50% n t40% a 30% g 20% e 10% 0% 100 Advertisement 0 Friends no of respondents 0 Others 29 .

Table 9: table showing Media of the respondents S. Majority of the respondents 50% came to know about Uzhavar santhai through radio 30 . 4. 4% of the respondents came to know about Uzhavar santhai through other media. If Advertisement state the media Newspaper Notices Radio Others No. of respondent 45 6 55 4 Percentag e 41 5 50 4 Total 110 100 INTERPRETATION Table 9 shows 41% of the respondents came to know about Uzhavar santhai through news paper. 5% of the respondents came to know about Uzhavar santhai through notices. 50% of the respondents came to know about Uzhavar santhai through radio. 2.n o 1. 3.

Chart 9: Chart showing Media of the respondents 60 50 p e r c e n t a g e 40 30 50 20 10 5 0 Advertisement notice radio others no of resspondents 4 41 Series1 31 .

of to purchase the respondent vegetables at Uzhavar santhai Father Mother Wife/Husband Children 3 48 39 20 Percentage 1. 35%% of the respondents are influenced by their wife/husband to purchase vegetables from Uzhavar santhai. 18%% of the respondents are influenced by their children to purchase vegetables from Uzhavar santhai Majority of the respondents 44% are influenced by their mother to purchase vegetables from Uzhavar santhai 32 . 3.Table 10: table showing Influence of the respondents S. 44%% of the respondents are influenced by their mother to purchase vegetables from Uzhavar santhai. 4.no Influence in your family No. 3 44 35 18 Total 110 100 INTERPRETATION Table 10 shows 3% of the respondents are influenced by their father to purchase vegetables from Uzhavar santhai. 2.

Chart 10: Chart showing Influence of the respondents 45 40 35 30 25 percentage 20 15 10 5 0 44 35 18 3 no of respondents 33 .

Table 11: table showing Regular customer S. of respondent 110 0 110 Percentage 1. 2. 100 0 100 INTRPRETATION Table 11 shows 100% of the respondents are regular customers Majority of the respondents 100% are regular customers 34 .no Are you regular customer Yes No Total No.

Chart 11: Chart showing Regular customer 120 100 80 percentage 60 100 40 20 0 Yes no of respondents NO Series1 35 .

3. Majority of the respondents 45% are regular more than 3 years 36 .no How long you have been regular Less than I yr 1-3 yr More than 3 yr No. of Percentage respondent 23 37 50 21 34 45 1.Table 12: table showing Years of the respondents S. Total 110 100 INTERPRETATION Table12 shows 21% of the respondents are regular less than 1 year.34% of the respondents are regular between 1-3 year. 2.45% of the respondents are regular more than 3 years.

Chart 12: Chart showing Years of the respondents 50 p 45 e 40 r 35 c 30 e 25 n 20 t a 15 g 10 e 5 0 45 34 21 Less than 1 year 1-3 year] More than 3 year no of respondents 37 .

3. and 25% of the respondents visit Uzhavar santhai more than that Majority of the respondents 33 % visit Uzhavar santhai once in 2 days 38 . 18% of the respondents visit Uzhavar santhai once in 3 days. 4.Table 13: table showing Frequent visit of the respondents S. of respondent 27 86 20 27 Percentage 24 33 18 25 Total 110 100 INTERPRETATION table 13 shows 24% of the respondents visit Uzhavar santhai daily.n o 1. How frequently you visit Daily Once in 2 days Once in 3 days More than that No. 33% of the respondents visit Uzhavar santhai once in 2 days. 2.

24 Once in 3 days.Chart 13: Chart showing Frequent visit of the respondents 35 p e r c e n t a g e 30 25 20 15 10 5 0 Daily Once in 2 days Once in 3 days More than that no of respondents Daily. 33 \\ 39 . 18 More than that. 25 Once in 2 days.

Majority of the respondents 49% say the reason for choosing Uzhavar santhai is because of fresh item 40 .Table 14: table showing Reason for choosing S.no Reason for No. 3. of choosing Uzhavar respondent santhai Lower price Right quantity Fresh item Others 12 21 54 22 Percentage 1. 21% of the respondents say the reason for choosing Uzhavar santhai is because of others. 19% of the respondents say the reason for choosing Uzhavar santhai is because of right quantity. 4. 49% of the respondents say the reason for choosing Uzhavar santhai is because of fresh item. 2. 11 19 49 21 Total 110 100 INTERPRETATION table 14 shows 11% of the respondents say the reason for choosing Uzhavar santhai is because of low price.

Chart 14: Chart showing Reason for choosing 60 50 40 percentage 30 49 20 10 11 0 Lower price Right quantity Fresh item Others no of respondents 19 21 41 .

Very high High Normal Low 2 18 80 11 Percentage 1 16 73 10 Total 110 100 INTERPRETATION table 15 shows % of the respondents think the pricing of Uzhavar santhai is very high.10% of the respondents think the pricing of Uzhavar santhai is low. 4.no Pricing in Uzhavar No. of santhai respondent 1.Table 15: table showing Pricing in the market S.73% of the respondents think the pricing of Uzhavar santhai is normal. 2. Majority of the respondents73% think the pricing of Uzhavar santhai is normal 42 . 3.16% of the respondents think the pricing of Uzhavar santhai is high.

73 10 0 Very high.Chart 15 : Chart showing Pricing in the market 80 70 p 60 e r 50 c e 40 n t 30 a g e 20 normal. 1 Very high high. 16 high normal low. 10 low no of respondents 43 .

no About the quality Very good Good Normal Poor No. Majority of the respondent 84% think the quantity is normal 44 .84% of the respondent think the quantity is normal. 2.12% of the respondent think the quantity is poor. 10 4 84 12 Total 110 100 INTERPRETATION table 16 shows 10% of the respondent think the quantity is very good. of respondent 5 92 13 0 Percentage 1. 4. 3.Table 16: table showing Quality of Uzhavar sandhai S.4% of the respondent think the quantity is good.

Chart 16: Chart showing Quality of Uzhavar sandhai 60 50 40 percentage 30 20 10 0 4 Very good good 12 normal 0 poor 54 Series1 no of respondents 45 .

2. If any problem during purchase Yes No No.n o 1. of respondent 110 0 Percentage 100 0 Total 110 100 INTERPRETATION Table 17 shows 100% of the respondents say that they face difficulties and problems at the time of purchase Majority of the respondents 100% say that they face difficulties and problems at the time of purchase 46 .Table 17: table showing Problems of the respondents S.

Chart 17: Chart showing Problems of the respondents p e r c e n t a g e 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 100 Yes no of respondents 0 no 47 .

no If. Yes what is the problem Over crowd Distance Non-Availability Other specify No. Majority of the respondents 35% say they face problem because of distance 48 . 2. 4.Table 18: table showing Problems in Uzhavar sandhai S. 35% of the respondents say they face problem because of distance. 33% of the respondents say they face problem because of nonavailability. 26 35 33 6 Total 110 100 INTERPRETATION Table 18 shows 26% of the respondents say they face problem because of over crowd. of respondent 29 39 35 7 Percentage 1. 6% of the respondents say they face problem because of others. 3.

Chart 18: Chart showing Problems in Uzhavar sandhai 40 35 30 25 percentage 20 15 10 5 0 Over crowd Distance Non-Availability Others no of respondents 6 26 35 33 49 .

Table 19 Satisfaction level of the respondents

S.no

Level of satisfaction Very high satisfaction High satisfaction

No. of respondent 0 16 6

Percentage

1. 2. 3.

0 15 5

Low satisfaction 4. Moderate satisfaction Total 110 100 88 80

INTERPRETATION table 19 shows 15% of the respondents have high satisfaction, 5% of the respondents have low satisfaction, and 80% of the respondents have moderate satisfaction.

Majority of the respondents 80% have moderate satisfaction

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Chart 19: Chart showing Satisfaction level of the respondents

90 80 70 60 50 percentage 40 30 20 10 0

80

15 0 Very high satisfaction high satisfaction

5 Low satisfaction Moderate satisfacton

no of respondents

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Table 20: table showing Whether satisfied or not

S.no

Are you satisfied

No. of respondent 0 110

Percentage

1. 2.

Yes No

0 100

Total

110

100

INTERPRETATION table 20 shows 100% of the respondents are not satisfied with the facilities in Uzhavar santhai

Majority of the respondents 100% are not satisfied with the facilities in Uzhavar santhai

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Chart 20: Chart showing Whether satisfied or not 120 100 100 80 percentage 60 40 20 0 0 Yes no of respondents No 53 .

no If. 36 40 3. of respondent 40 44 Percentage 1. 40% of the respondents are not satisfied because of bulk purchase by vendors. 54% of the respondents are not satisfied because of items are not fully available. 2. Majority of the respondents 54% are not satisfied because of items are not fully available 54 . no state the reason Inadequate space Bulk purchase by vendors Items are not fully available Total No.Table 21: table showing Reason for dissatisfaction S. 20 54 110 100 INTERPRETATION Table 21 shows 36% of the respondents are not satisfied because of inadequate space.

Chart 21: Chart showing Reason for dissatisfaction Inadquate space 24 36 Bulk purchase by vendars Items are not fully available 40 55 .

The general table would look something like the one below: Category I Sample A Sample B Sample C Column Totals a d g a+d+g Category II b e h b+e+h Category III c f I c+f+I Row Totals a+b+c d+e+f g+h+I a+b+c+d+e+f+g+h+i=N Now we need to calculate the expected values for each cell in the table and we can do that using the row total times the column total divided by the grand total (N). 56 . Here Oi denotes the frequency of the observed data and Ei is the frequency of the expected values.Chi Square Test of Independence For a contingency table that has r rows and c columns. For example. We can use the equation Chi Square = the sum of all the (Oi – Ei)2. for cell a the expected value Ei would be (a+b+c)(a+d+g)/N. Level of Significance: 5% level or =0. the chi square test can be thought of as a test of independence.05 (usually). Alternative Hypothesis H1: The two categorical variables are related. In a test of independence the null and alternative hypothesis are: Null Hypothesis H0: The two categorical variables are independent or not associated.

1) = 2(2) =4 57 .Ei)2 (Oi .Once the expected values have been calculated for each cell. Observed Expected |Oi .Ei| (Oi . Degrees of Freedom for 3x3 table= (r .Ei)2/Ei Chi Square observe value =  (Oi — Ei)2/ Ei in this example.1)(c . we can use the same procedure are before for a simple 2 x 2 table.

we accept the null hypothesis and say that there is no association between gender and frequency of visiting. 58 >2 days 20 27 47 52 58 110 32 31 63 .05. Males and females visit Uzhavar Sandhai on equal basis.733) is less than the Chi square expected value (3.F.. Alternative Hypothesis H1: There is an association between gender and frequency of visiting.Chi Square test of association between gender and Frequency of visiting Null Hypothesis H0: There is no association between gender and frequency of visiting.392 for 1 D.84) at 5% level of significance with probability 0. Level of Significance: 5% level or α=0. frequency of visiting Total <=2 days Males Gender Females Total Interpretation Since the Chi Square observed value (0.

we accept the null hypothesis and say that there is no association between gender and opinion about price.05.208 for 1 D.84) at 5% level of significance with probability 0.F.589) is less than the Chi square expected value (3. Opinion about price Very High/ High Males Gender Females Total Interpretation Since the Chi Square observed value (1. 8 20 50 90 58 110 12 Normal / Low 40 Total 52 59 . Males and females are having the same level of opinion about the price of vegetables in Uzhavar Sandhai. Level of Significance: 5% level or α=0..Chi Square test of association between gender and opinion about price Null Hypothesis H0: There is no association between gender and opinion about price Alternative Hypothesis H1: There is an association between gender and opinion about price.

.05.596) is less than the Chi square expected value (3. we accept the null hypothesis and say that there is no association between frequency of visiting the Uzhavar Sandhai and opinion about price of vegetables. Opinion about price of vegetables does not affect the frequency of visiting in any way. Level of Significance: 5% level or α=0.Chi Square test of association between frequency of visiting and opinion about price Null Hypothesis H0: There is no association between frequency of visiting and opinion about price. 60 Normal / Low 50 40 90 Total 13 7 20 63 47 110 . Alternative Hypothesis H1: There is an association between frequency of visiting and opinion about price. Opinion about price Very High/ High Frequency of visiting <=2 days >2 days Total Interpretation Since the Chi Square observed value (0.44 for 1 D.84) at 5% level of significance with probability 0.F.

urban area 35%  Majority of the respondents are employed 42%  Majority of the respondents have education till school level and college level 42%  Majority of the respondents earn between 5000-10000 69%  Majority of the respondents have 4 members in their family 54%  Majority of the respondents know about Uzhavar santhai through advertisement 100%  Majority of the respondents came to know about Uzhavar santhai through radio 50%  Majority of the respondents are influenced by their mother to purchase vegetables from Uzhavar santhai 44%  Majority of the respondents are regular customers 100%  Majority of the respondents are regular more than 3 years 45%  Majority of the respondents visit Uzhavar santhai once in 2 days 33%  Majority of the respondents say the reason for choosing Uzhavar santhai is because of fresh item 49%  Majority of the respondents think the pricing of Uzhavar santhai is normal 73%  Majority of the respondent think the quantity is normal 84% 61 .FINDINGS   Majority of the respondents are between 25-45 years 50% Majority of the respondents are female 53%  Majority of the respondents are belong to semi.

 Majority of the respondents say that they face difficulties and problems at the time of purchase 100%  Majority of the respondents say they face problem because of distance 35%  Majority of the respondents have moderate satisfaction 80%  Majority of the respondents are not satisfied with the facilities in Uzhavar santhai 100%  Majority of the respondents are not satisfied because of items are not fully available 54% 62 .

3. 7. 10. Uzhavar sandhai should start in many places. 9. 6. 8. Toilet facilities are needed. Spoiled vegetables should be put in proper place.SUGGESTIONS 1. Rate board should be kept before each shop. Evening also should available.Water facility needed. 63 . The weighting machine should be checked. 5. 4. Parking facility should be provided. 2. Working time of Uzhavar sandhai should be extended. License of the farmer should be checked.

These researches also help us to know about the suggestions people which will enable them to have a better purchasing experience. 64 . The research has helped us to have a brief visit in to drawbacks& advantages of purchasing in the Uzhavar sandhai.Conclusion A study on consumer satisfaction towards Uzhavar sandhai has helped us to understand the consumer’s point of view about purchasing.

William Emory WEBSITE www.google.farmersmarket.hindu.com www.Kothari C.com www.Bibliography Marketing and Management Research methodology Research and business research method - Philip Kotler C.R.com 65 .

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