IGNOU MFNP-12 Project – A study on Attitude and Preference of Consumers in Guwahati, Assam

Increasing globalization in the developing countries has affected the socio economic and cultural paradigms in urban areas and consumer behavior is significantly influenced by the street markets which demonstrate ethnic trade practices. Vending in street markets is considered as parallel leisure place particularly where people tend to move to urban locations in order to experience the difference from the routine shopping Power (2006).Street market in the urban settings is considered as the bottom of the pyramid market structure where most consumers reside in the urban locations and look for fresh and low priced consumer goods. The access of consumer of this demographic segment to the larger retail outlet is limited not just because of high prices, but also by inadequate distribution of fresh consumer goods and food products as compared to street markets

Objectives

• To study socio-economic conditions of the consumers of street vended food.
• To find out consumers’ awareness about the street vended food.
• To identify the buying and the consumption pattern of consumers of street vended food
• To identify the factors influencing the consumers to prefer of street vended food
• To analyze the level of satisfaction of consumers towards the consumption of street vended food
• To compare the cost of purchase between streets vended food and restaurant food.

Topic Covered

• Introduction
• Review of Literature
• Research Methodology
• Results and Discussion
• Conclusions and Recommendations
• Bibliography
• Appendix