Consumers' Behaviour in Local Markets: A Study on Santhas (Local Markets) in East Godavari District of Andhra Pradesh

AbstractIn Consumer behaviour has substantial influence as regards the success and survival of localmarkets. In Andhra Pradesh, traditional weekly markets called Santhas are still functioning ascentral social, trading, and sharing centers. In East Godavari district, Santhas and Rythu Bazaarsoffer consumers products ranging from fresh vegetables, fruits, groceries, household items,handloom products, and local agricultural produce at affordable prices. The current researchexplores consumer behaviour in Santhas and local markets in East Godavari district. Theresearch explores consumer preferences, the purchasing behaviour and factors which affectbuying decision, satisfaction and problems the consumers encounter in purchasing decisions. Thestudy relies on secondary source research in journals, reports of the country’s governmentauthorities, market research, research from studies of consumer behaviour. Accordingly, priceaffordability, freshness of products, proximity, direct purchase from farmers, and product varietyare the most affecting factors to cause consumer behaviour in the local markets. Nevertheless,local market systems are negatively impacted by infrastructural deficiencies, parking issues,sanitation problems, and competition from organized retail stores. The article summarizes thefindings with suggestions for improved consumer satisfaction and strengthening local markets.