Consumer Satisfaction and Preferences towards Rythu Bazaar: A Study in Warangal District Andhra Pardesh

One of the weakest links in the chain of activities concerned with production and disposal of agricultural products is marketing. Besides the farmers, other major sufferers due to lack of proper marketing facilities are the consumers who are deprived of the fresh farm products. This paper analyses the preferences, needs and wants of the vegetable buyers and make them available to farmers so that they can take correct decisions regarding the marketing strategies to be implemented in Rythu Bazaars of Andhra Pradesh State of India. The findings of the study indicate that majority of consumers felt the location of Rythu Bazaar is not conducive; 58% of the respondents faced some or the other problem in making purchases in Rythu Bazaar. The study also reveals that majority of respondents felt the behavior of sellers at Rythu Bazaar has been impolite; and 63% of the respondents felt very bad about the parking facility and other amenities at the Rythu Bazaar. The paper recommended that the government should take adequate measures to educate both farmers and consumers, about farmers’ markets, and orient them the benefits of participating in the Rythu Bazaar. Local administration should also enlighten the farmers to acquaint themselves with the latest marketing strategies and help them become efficient and self-sufficient farmers. Location should be more effective where parking and other amenities should be there to make more conducive.