Perceived Strengths, Weaknesses, Opportunities and Threats of Farmers Market -An Analysis

摘要

Consumers at Swaraj Maidan Rythu Bazaar of Vijayawada in Andhra Pradesh were personally interviewed to know the strengths, weaknesses, opportunities and threats of Rythu Bazaar as perceived by them. The results revealed that majority of the consumershad significant level of agreement for the strength statements such as weights are true to type (75.60%) and availability of produce at cheaper rate (66.66%). Consumers had given higher agreement for lack of shelter to them during uneven weather condition (67.43%) and non-availability of all the vegetables at Rythu Bazaar (62.22%) as weakness of Rythu Bazaar. Most of the respondents had higher level of agreement for the statement as opportunities viz., establishment of an information centre to cater theneeds of the consumers (68.88%) and encouraging the commodity clubs to have a stall (66.66%). Further, a majority of the consumers had higher levels of agreements as threat for the statements viz., absence of cold storage (53.34%) and purchase by the retailers in bulk quantity (52.22%).