Study of Supply Chain of Fruits and Vegetables for Customer Satisfaction: A Case Study of Small Town

The study has assessed the marketing system by comparing marketing cost, marketing margins, price spread, producers share in consumers rupee, marketing efficiency and marketing constraints of supermarket supply chain and traditional market supply chain in the Ujjain district of Madhya Pradesh. A questionnaire is being formed for judging the criteria on what basis a consumer should prefer a vegetable supermarket or a traditional market, also the expectations of the consumer with the running trend or are willing for a change. This study enlightens some suggestions and drawbacks from consumers point of view.