Volume : V, Issue : VII, July - 2015

CUSTOMER SATISFACTION AND PREFERENCES TOWARDS THE RYTHU BAZAARS IN ANDHRA PRADESH

C. Hareesh Babu, Dr. Nalla Bala Kalyan

Abstract :

Customer satisfaction and measurement issues have vital roles for businesses in providing and maintaining a competitive advantage. It is recognized that the businesses forming components of marketing mix by acknowledging the customers’ expectations, receive customer loyalty and profit in return. Via measuring customer satisfaction, organizations do not only have customer knowledge also have competitors’ knowledge in the market. 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. Rythu Bazaars the farmers’ markets that started in 1999 is a result of the initiative of the then Andhra Pradesh government to provide a platform to the farmers to sell their produce directly to the consumers. During the last more than a decade, Rythu Bazaars have gained prominence and both farmers and consumers have shown interest in selling and purchasing vegetables at these market yards. The paper highlights the challenges and implementation of rythu bazaars in Andhra Pradesh.

Keywords :

Article: Download PDF   DOI : 10.36106/ijar  

Cite This Article:

C.HAREESH BABU, Dr. NALLA BALA KALYAN Customer Satisfaction and Preferences Towards the Rythu Bazaars in Andhra Pradesh Indian Journal of Applied Research, Vol.5, Issue : 7 July 2015

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