Fresh-Cut Vegetable at Supermarkets in Bangladesh: Focus on Customer Perception and Factors Influencing Purchasing Decision

The concept of fresh-cut vegetables is relatively new and its demand has increased tremendously. The study was designed to assess the customer's perception and to determine the factors influencing customer's decision to purchase fresh-cut vegetables. Both primary and secondary data were used in this study. A total of 103 vegetable customers from eight outlets of SHWAPNO supermarket were selected through random sampling technique and interviewed directly. For measuring perception of the respondents and identifying influential factors, a 5-point Likert scale and multiple logistic regressions were used. The majority of the customers had moderately favorable attitude towards fresh-cut vegetables. They perceived different attributes of fresh-cut vegetable like ready-to-cook and time-saving nature, appearance, quality and hygiene as most appealing. Results of the Log it model reveals that education, family member, occupation, having maid servant, income, perception have significant effect on purchasing of fresh-cut vegetables. Having higher education, larger family and higher income increases the possibility to purchase fresh-cut vegetables whereas having maid-servant negatively affect their purchasing decision. One fifth portion of total customers complained about the availability, packaging and supplied volume of fresh-cut vegetables. Therefore, it is possible to expand fresh-cut vegetable market in Bangladesh by taking appropriate measures.