Abstract:
Executive Summary
Vegetables have high carbohydrate, protein, vitamin, and mineral content, which contributes
to a balanced and full diet for humans. The purpose of the study is to investigate the
perception and attitudes of consumers towards superstore vegetables in Bangladesh. This
study is a cross-sectional study based on primary data conducted through a questionnaire
survey collected from October 2022, to November 2022 using purposive sampling model
from different areas adjacent to superstores like Agora, Minabazar, Shwapno, Unimart,
Prince Bazar, etc. in Dhaka City (Dhanmondi, Gulshan, Banani and Mirpur). A total of 252
respondents were successfully interviewed to determine the association between independent
variables, and dependent variable applying Chi-square test. In multivariate setup, Probit
model was applied. Among these respondents, 38.6% were women and 61.4% were men.
Male consumers had a significantly higher prevalence of purchasing vegetables from modern
retail outlets than female consumers. Religion, reasonable price, better price, fresh product,
time consumption on purchasing items were significantly influences consumer preference
for purchasing vegetables from Bangladeshi superstores. This study determines factors
associated with consumer preference to buy vegetables items from modern retail outlets in
Bangladesh.
