Factors Influencing Buying Behaviour of Vegetable Consumers in National Level Retail Chain Stores in Coimbatore City

Food retailing is an important business that continues to register significant growth in recent years. It attracts national and international firms to venture into retailing. Fruits and Vegetables is an important segment of concern for national level retailers, in which they do not have experience. Hence, an attempt was made in this study to measure factors influencing buying behaviour of vegetable consumers among the national level retail stores in Coimbatore city.