A Study on Consumer Behavior Towards The Products of Micro-Entrepreneurs And Micro Enterprises In Saras Mela, Bihar

Abstract

This study explores consumer behavior patterns at the Saras Mela, a popular community fair organized every year by Bihar Rural Livelihood Promotion Society (JEEVIKA) at Gandhi Maidan, Patna. A total of 140 respondents participated in the study, providing valuable insights through questionnaire. The research aimed to study the factors that drive consumers to buy at Saras Mela and to seek suggestions from consumers for improvements by understanding the purchasing behavior, and examining visitor satisfaction with findings shedding light on influencing factors for purchases like quality, pricing, and the appeal of attractive and unique products . The data collected at the event highlights hygiene and cleanliness and sitting arrangements as one of the major concerns of visitors. These results can inform future mela organizers, event management teams, and organizing committee of more such fairs.