How Fresh? - A Working Woman’s Perspective of Vegetable Vending

Abstract

The changing retail scene in India with the emergence of retail formats like supermarkets and hypermarkets especially in the urban areas are revolutionizing the shopping preferences and habits of the urban consumers. The youth and the working women are the major driving forces in this revolution. Malls are favourite “hang out†place for the youth whereas the urban working woman, who is hard pressed for time is looking at conveniences in shopping for the family. This paper proposes to  compare the impact of supermarket vegetable vending with the traditional neighborhood green grocer. Complementary products such as fruits and flowers would also be considered as being part of vegetable vending. The paper is limiting itself to vegetable vending alone because of its impact on a family’s health and vegetable buying is low cost but a high involvement purchase.