Assessing Distinct Aspects of Karaj Citizen's Intentions to Buy Fruit and Vegetables from Municipal Markets and its Parallel Markets

The main objective of the present study is to assess distinct aspects of citizens'' intention to buy fruits and vegetables from municipal markets and its parallel markets within Karaj city. The required data was collected by completing 150 questionnaires from Karaj citizens in 2013. Using the multi-Group discriminant analysis، analysis ofthe study results within the three groups including buyers from municipal markets، local shops and fruit pickups show that possibility for non-cash payment، presenting printed purchase receipts، a higher quality of product، degree of fruit importance in the household basket، seller’s behaviour، more openning hours، use the benefit of the more familiar seller، and length of time allocated to buy fruit play the greatest role in making a distinction between two groups of buyers including buyers from local shops and buyers from municipal markets against buyers from fruit pickups. In addition، the results of this study indicate that monthly household expenditures، number of monthly fruit purchase، possibility for customers to select his desired items، a reasonable price comapared to the product’s quality، appropriate packing، education، how often a household buy fruits in a month a wide variety of products، trust to the offered prices، distance to the market play the greatest role in making a distinction between two groups of buyers from local shops and buyers from municipal markets، respectively. Ultimately، it is suggested to train sellers how to behave properly withcustomers. In addition، it should be paid more attention to appropriate packing and to make it possible for the citizens to select their desired items themselves.