Factors Influencing Customer Preference Towards Uzhavar Santhais (Farmers’ Market) in Namakkal District Tamil Nadu

Direct marketing of agricultural products is economic way to satisfy the producers as well as buyers. Direct marketing of selling agricultural produce is seen progressing in India throughout. On one hand it would enable a farmer to gain maximum possible share a consumer spends on purchasing the agricultural produce and on the other hand it would deliver the produce at cheap and affordable prices to customers. Uzhavar Santhai locally or commonly called as Farmers’ Market is one example which has achieved success in most parts of India through an efficient marketing system of direct sale of fresh vegetables and fruits. This social institution has provided a good impact on the upliftment of farmer class in the country. The present paper presents a survey based approach to find the relationship between the factors which influence the purchasing behavior and preference of customers with respect to these markets in Namakkal District of Tamil Nadu, India