A Study on Consumers Awareness in Rythu Bazars with Reference to Andhra Pradesh

During the last more than a decade, Rythu Bazaars have gained prominence and both farmers and consumers have shown interest in selling and purchasing vegetables at these market yards. This paper analysis the consumer awareness and preferences of the vegetable buyers and make them available to farmers so that they can take appropriate decisions regarding the marketing strategies to be implemented in Rythu Bazars in Andhra Pradesh. Consumers feel that Rythu Bazar is the most affordable and accessible market where all the vegetables and grocery items are available in one place. These markets are being run and organised by Government officials to eliminate the intermediaries and facilitate the farmers with marketing information to sell their produce directly to consumers. Study found that majority of the customers aware about supporting the cause of local farmers and variety of products.