Author(s):

Venu Prasad HD, Singh BK and Premlata Singh

Abstract: Indian retail sector is highly fragmented and bulk of the business is in the unorganized sector. Organized retailing accounts for only three per cent in India. Recently, the market is becoming more and more consumer oriented and competitive in quality and availability of products and services. This investigation was aimed at assessing the extent of satisfaction of producers as well as consumers with respect to products and services offered by Safal and Reliance Fresh outlets. The study was conducted in the National Capital Region of Delhi and simple random sampling method was used to identify the respondents. The total sample size was 200 respondents comprising 100 farmers from both Safal and Reliance Fresh vegetable outlets and 100 consumers from both Safal and Reliance Fresh stores. Farmers’ level of satisfaction was measured on a seven point continuum scale and the results were ranked based on percentage score values. Consumers’ level of satisfaction was assessed by developing a schedule covering all the indicators of satisfaction such as quality of the produce, range of vegetable availability, hygienic condition of the store, prices offered, behavior of the employees, etc. Results from the study revealed that, 65 per cent of the farmers were satisfied with the payment methods, 62 per cent were satisfied with the prices offered by the collection center, 54 per cent of the farmers were satisfied with the market information provided by the collection center. Majority of the consumers expressed satisfaction with the quality, freshness, price and range of vegetable availability.

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