Fresh-cut Vegetables at Supermarkets in Bangladesh

The concept of fresh-cut vegetables is relatively new in the context of Bangladesh. The study was designed to examine the marketing system assess the customer''s perception and identify factors to purchase fresh-cut vegetables. Data obtained from a total of 103 vegetable customers 10 supermarket outlet managers and 35 marketing intermediaries by using purposive sampling technique. For measuring perception of the respondents and identifying factors to purchase fresh-cut vegetables a 5-point Likert scale and Logit model were used in this study respectively. On an average customers had moderately favorable attitude towards fresh-cut vegetables. Results of the Logit model indicate that age education family member having maid servant income perception have significant effect on purchasing of fresh-cut vegetables. In general younger having higher education large family and higher income increases the possibility whereas having maid-servant decreases the possibility to purchase fresh-cut vegetables. Customers identified unavailability of items higher price shorter shelf life quality and color deterioration and safety as major problems for purchasing fresh-cut vegetables.