Impact of the Behavior of the Vegetable Seller on the Decision of the Choice of Retail Format for Customers (Residing around the South City Mall, Kolkata): An Empirical Analysis

The present study focuses on the influence of a vegetable seller’s behaviour on the choice of customer’s retail format. A pilot survey was conducted among 20 respondents. It was found that the consumers purchased vegetables from the local market, nearby local shops, cartmen coming in front of the home, supermarkets and from online. For this study, 179 responses were collected from residents staying within a 5km radius of South City Mall, Kolkata. This study shows that the behaviour of the vegetable seller plays a vital role in the choice of the retail format from where the respondent purchased the vegetables.