An Analytical Study on Customer Buying Behaviour of Fruits with Special Reference to Then District

Fruits are an essential component of a healthy diet, and their consumption has increased due to rising health awareness among consumers. This study analyses customer buying behaviour towards fruits with special reference to Theni District, a prominent agricultural region in Tamil Nadu. The research focuses on factors influencing purchase decisions such as price, quality, freshness, seasonal availability, hygiene, and health awareness. The study is based on primary data collected from 120 respondents using a structured questionnaire and analyses using descriptive statistical tools such as percentage analysis and simple tables. The findings indicate that freshness and quality are the most important factors influencing customer buying decisions, followed by price and seasonal availability. Customers prefer purchasing fruits from local markets and roadside vendors due to convenience and perceived freshness. The study concludes that understanding customer preferences can help farmers and vendors improve marketing strategies, reduce wastage, and enhance customer satisfaction. Increasing awareness about health benefits and improving hygiene practices in markets can further boost fruit consumption.