INTRODUCTION

This report presents the analysis of Rayagad Haat, Gajapati district. Report is based on the
Rayagad Haat Survey. The survey consist of the information about rural market in Haat,
opinion from the villagers, the opinion from the customer as well as the opinion from the
sellers. Direct market survey activity was carried out by going to the Haat directly by the
surveyors. All data collection activities conformed to standard procedures to know the
different market design.

OBJECTIVE OF THE SURVEY

To identified the consumer behaviour in Haat and analyse the purchasing and selling
behaviour of Rayagad Haat.

To draw the layout and identify the fake brand in Haat.

RESEARCH METHODOLOGY
Sampling Technique:
Simple random and Observation has been adopted for the study.

Technique of data collection:

Primary data are collected with an open ended questionnaires and personal interview
with buyer and seller, secondary data is collected the help of internet.

Sample size:
The Total sample size = 30(15 buyer and 15 seller)

Area of study: Rayagad Haat

LIMITATION
Duration of time period is less

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ABOUT RAYAGAD HAAT

Rayagad Haat is one of the oldest Haat in Gajapati district. As per the villagers of Rayagad
this Haat came into existence near about 70-80 years ago. The Haat is opening at every
Saturday in a week and the people of 15-20 villages come here to shop for their weekly
needs.
Initially it was situated near Govt. High school of Rayagad or Tahasil Office of Rayagad. It is

opening at 8:00 AM and closing at between 1- 2:30 PM .From 10:00 to 11:30 the number of
visitor is more and the peak season is from December to March.

ADMINISTRATION OR MANAGEMENT OF RAYAGAD HAAT

The Haat is controlled by the Panchayat of Rayagad village. The Sarapanch of Rayagad
village is Mr. Ramchandra Gauda, The Panchayat gives the Haat on lease to a person name
Mr.Asaya Swal Sing, he gives Rs. 90000 to Panchayat every Year .He collected Rs. 10 from
each shop.
Norm & conditions followed by local trader in this Haat:

There is an unspoken agreement among the traders that there shall be no disputes
regarding the prices set by them.

Seller are supposed to set up their shop at the location only which is
allotted.Generally,they co-operate with each other, trying to maintain fair price of
products though mutual understanding .

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The wholesalers often act as middlemen by buying vegetable from the producer and
these products to the retailers at the Haat. Some of these sellers have also formed a
group.

It spread over 3 to 4 acres, which is situated on side of main road state high way of Rayagad.
It consist more than 230 stalls. Rayagad Haat has no proper infrastructure like water facility,
electric facility, sufficient sheds for the seller. Rayagad Panchayat Only give one alabaster
shed to means 12 shops which have alabaster roof without wall, There are some sitting
arrangement are there for the seller and one under constructed Building . Panchyat provide 8
room storage facility to the area but it is not useful for the others sellers of that Haat because
farmer store rice in that Store house. Transportation is a problem for the villager because
some of the villager comes to Haat by walking.
Its popularity is decreased due to the initiation of more Haats nearby areas, like recently there
is establishment of new Haat like Narayanapur Haat and few new more Haat near to Rayagad
Haat but near about15 to 25 villages of people are highly depending on this Haat.

SWOC ANALYSIS
Strength:

Farmer can direct their products to customer and get more profit.

Customer can get all categories of Product in one place.

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Few product like Vegetable are available in a cheap price as compare to Local market

Haat are free from political problems, corruption.

Weakness:

Fake or Unbranded product are available.

Unhygienic place.

Opportunities:

Haat can well establish if the Panchayat provide the facilities which required like
water, Electricity and infrastructure.

Local product has a great opportunity for future.

Challenges:

Due to insufficient infrastructure seller faces problem during the rainy season.

Entering of urban standardise market in Haat, then the there is a chance of loss of the
local products.

Rapid increase of small market in nearby area.

Products of existing and popular brand are the challenges for the rural product.

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SILENT FEATURES OF THE RAYAGAD HAAT

It is observed by the surveyor that the loyalty of Buyer towards a particular Seller is
high and also the relation between them is good so, we could not find any where
bargaining and dissatisfaction related or price or behaviour.

Maximum Buyer come to buy those product which are not available in local Market
or it might be available in the local market but some factor like price, availability and
assebility are force the buyer to come the Haat basically we found that most buyer are
come buy fresh Vegetable, Dry Fish, Bamboo Products etc .

In Rayagad market a large market segment is cover by huge segment on Dry fish
Market Garment items and vegetable like Potato, Onion, Garlic, chilly etc. but Green
vegetable market is not available in sufficient quantity.

Cosmetic, Daily need Items and footwear market cover a segment of Rayagad
Market and this segment earns a good profit from the Haat.

We also observed that in Rayagad Haat no. of Male Buyer is higher than the Female
and another feature is that the most of the ladies are come with entire family and
every member of the family buys at least one product.

Some of the Seller bought daily need from this Haat at the end of their Business
means seller also purchased the things from Haat.

Rayagad Haat has no big animal Market like Cows, OX, Bulls but Small segment of
polity and Goat.

In this Rayagad Haat there is a huge demand for the local products, particularly for
vegetarian oils, there is high demand and there is no reputed brand available in this oil
category.

Rayagad Haat doesnt have any infrastructure facility. This is one of the important
drawbacks for this Haat .There is only 6 pucca shops in entire Haat.

Most of the sellers are in this Haats are from local areas there is very less no. of
sellers are from outside.

Usually in Haats some promotional activity has take place but we found that only one
Promotional activity of Ayurvedic Medicine was going on.

As this Haat is organized beside the main road, it considerable reduces the cost
(transportation and labour) for the sellers, generally Haats are organised in remote
areas in the villages, which costs additional amount for the sellers to carry their

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products from main road to the Haat place .Most of the customers are from remote
areas. Most of them are illiterate; it is one of the factors for flourishing of fake brands.

There is huge demand for expensive products; this is the only Haat in Gajapati district
where products like readymade garments brass item, steel items were sold.

Most of the buyers are very little bother about brands, and most of them have little
awareness of the brands.

Most of the local firms taking advantage of the reputed brands by faking similar kind
of products.

CUSTOMER PROFILE
Every week near about 500-700 people come here to satisfy their needs in off season but this
no. is increases in peak season like at the time festivals. It is an exception those in rainy days
the no. of Buyer and Seller comes down to 300-400 due to insufficient infrastructure.
Age Pattern of customer: varies from 15 to 50
The customer belongs to a wide range of socio-economic background from the well
government employee to daily wage earner.

FINANCE
While most of the transactions between buyers and sellers in the Haat are cash transactions,
credit sales are also prevalent here, though rare. Transactions between the traders are also
predominantly cash transactions although transaction of good in kind also exists. Wholesalers
often give credit sales to retailers and the size of the credit can extend up to 1000 rupees

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which must be repaid on the next Haat date. Besides this there is no other mechanism for
credit availability in the Haat system of Rayagad.

COMPETITION
Rayagad Haat faces competition from the Haat nearby area like Jeerango,Nanpur ,R.Udagiri
etc. These Haat open Friday, Thursday and Wednesday so, some time buyer preferred those
Haat.
The Haat also faces prom from the permanent shop at that area like readymade clothes
,hotels, footwear

PROBLEMS
The common problems faced in the Haat are:

Lack of space

Lack of electricity

During rainy season conditions, mud and slush in the Haat creates
unhygienic

Bargaining

Parking

Storage

PRICING IN HAAT:
The sellers are free to decide the price of their products and there is no formal union or any
other authority which controls prices in the Haat. Most of the sellers are retailers, who buy
products from wholesalers present in the same Haat. They decide the price of their products
taking in consideration the margin of profit which d1ey want from the goods. The margin
ranges from Rs. l to 20. On any particular day, the price of products generally decreases as
day proceeds and it is very rarely that the price increases during the day. Every seller is free
to decide the price of the products and so, for the same product prices vary. Prices also
depend on the quality of product & volume of purchase
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PRODUCT PORTFOLIO
Product portfolio defined the verity of product available in market, during our period of our
project we mostly identifies many objects which are sold by many sellers, where the most
selling products are the Vegetables and Fruits, Grocery, Household products etc

Grocery Shop:
Rayagad Market has a big segment of Grocery item starting from tea powder to Rice, it
include all the product like oil, shop, spice, deal, sugar etc.there are 10 no. of grocery shop is
available in Haat.

Vegetable Shop:
There are 37vegetable shop in the Rayagad Haat but the no. green vegetable is very less only
cauliflower, brinjal , tomato are available but Potato, onion, ground potato ,carrot are
available. The vegetables available in the Haat are fresh and cheap as compare to local
market.

Garment shop:
All types of garment items also available in the Haat like sari, kids wear, winter item, and all
varieties of ladies wear and gents wear. In used garments shop similarly sari, gents shirt &
paint, kids item also available. Kids wear and winter clothes are more demanded during this
season .According to Seller they earn Rs.5000-7000 in a particular day and got a profit of
Rs.1500-2000.

Cosmetic Shop:
Cosmetic items are mostly preferred by ladies. So all varieties of cosmetics items are
available in the Haat like: bangles, nail polish, powder, fairness cream, comb, snow,
Vaseline, and similarly some boys cosmetic also available in the Haat. There are many local
brand are available which give a huge margin to seller but also branded item like ponds,
Boropluse etc. are available.

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Fruits Shop:
In Rayagad Haat we found only Banana and pineapple The price of all fruits is same as
compare to local market but bananas price is less because these bananas are selling by
farmers directly to the customer .

Bamboo Product :
Bamboo products are mostly used by rural people but in urban it has a good demand ,these
product are mostly used by rural people to keep the crop . Demand of Bamboo items more in
festival season and during the crop cutting season bamboo. These products are not available
in the local market. So the demand and sale of bamboo product is more.
Fish Market:
Rayagad Haat has a huge segment of Dry fish, water fish and sea fish are abailable.The
demand of dry fish is very high in is Haat. There are 35 stalls are available in Haat.Fresh fish
is also available but it occupy a small segment

Electronic Items:
There are 9-10 electronic shops available in the Haat like which sold the torch ,LED light ,
watch, small water heater, electronic bulb, Rechargeable torch lights, batteries, tester etc.

Sl. No

Category

Products

1.

Garment

Towel, Lungi , Inner garment, Shawl, Handkerchief ,winter

clothes, Sari, jeans, Paint (All), Shirt (All), kids wear

2.

Vegetable

Brinjal, Cabbage, Cauliflower, Tomato, Potato, Onion,

3.

Leather products Bags, Foot wear

4.

Craft items

Bamboo basket and Drum

5.

Food products

Grocery item

6.

Food grains

Chana, Chanadaal, Ground nut, Rice,

7.

Fruits

Banana, Pineapple,

8.

Birds

Domestic bread birds

9.

Iron Item

Agricultural products

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10.

Sea products

Dry Fish , Fresh Fish, Prawns

11.

Foot wear

Plastics and leather

12.

Cosmetics items

Face creams, Nail Polish, bangles, Face Powder, all ladies items

13.
14.

Utensils
Clay Product

Aluminum, Brass, Steel

Pots , Clay toys

15.

Electronics item

LED bulbs, Rechargeable torch lights, batteries, tester,

16.

Medicines for Gastreology, ENT, EYE, Densitry, Skin, Bones

17.

Ayurvedic
Medicine
CDs

18.

Sacks and Ropes Sacks Bags, Ropes for animals

MP3, MP4, in Odiya, Telugu, and Hindi

The number of the shops in Rayagad Haat as follows.

Sl. no
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.
13.
14.

Nature of Product
Grocery
Garment
Vegetable
Leather products
Craft items
Food grains
Fruits
Birds
Iron Item
Sea products
Foot wear
Cosmetics items
Utensils
Clay Product

No. of Shop
10
47
37
3
3
5
14
4
2
35
6
9
5
2

15.

Electronics item

16.

Ayurvedic Medicine

17.
18.

CDs
Sack & Ropes

2
6

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High Selling products

Sl.no Category

Product

1.

Cosmetics

Bangle

2.

Grocery Items

Soaps & Detergent

3.

Garments

Kids wear and Jens and inner garments

4.

Fruits

Bananna

5.

Footwear

Plastic chapels, and leather shoes

6.

Birds

Domestic bread

7.

Sea product

Dry fish , Fresh fish, prawns

8.

Vegetable items

Cauliflower and tomato

FAKE BRANDS IN RAYAGAD HAAT

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BUYER VIEW ANALYSIS

We have taken fifteen buyers as respondents who are the customers to the Rayagad Haat, and
we asked some questions to them and then we found that most of the buyer are the regularly
visit to purchase fresh vegetable, Dry fish, Bamboo products. According to customers, they
preferred this Haat due to the availability of fresh vegetable and all other daily necessary
products in one place.

Buyer View
*Purpose of Visit to Haat

Purpose of Visit to Haat

7%
13%

Vegetables
33%

Dry Fish
Grocery

7%

Cosmetics
Clothes
27%

13%

Other

This graph shows that the 33% people come Haat to purchase Fresh vegetable and 27% of
customer visit to purchase grocery. This clear that the locals are preferred Haat because Fresh
vegetable available in cheap price as compare local area and also come to market because the
product which are not available in local market.

From our analysis we found that most of the buyers are not cheated from any sellers
till date, because as it is a local the sellers livelihood is dependent on the Haat.

There are some of buyers who are also visit to the nearby the Haat like at Upallda,
Jeerango, Ramgiri, R.Udayagiri, Meliaputi, Paralakhemundi, Gumma, Nanapur, etc.

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SUGESTIONS FROM THE CUSTOMERS:When we asked this customer group to suggest something which they want to improve in
Haat, most of them are unable to give any suggestions and they are happy with way in which
the Haat is organizing. But there are some of few customers who suggested some key points,
those are as follows.

Most of the Buyer said that the road in village is not good so they used to come by
foot by carried lots of bags.

The Haat is organizing just beside the main road and there is no separate parking area
.So people are parking their vehicle on the main road so it causing so many problems
to the people who are coming to the Haat.

The whole Haat is spreader over 3 acres but there is no sufficient water facility.

Hotel facility: - There is no good hotel which serves with a good food, many people
are coming from far areas and they are going to Rayagad to take food so, the lack of
hotel in Haat area also causing some problems to the people.

The Buyer said the place is not hygienic it should be neat and clean.

Animal Market: In Rayagad no. animal market is found, customer said that if there
will be one animal market than they not visit another Haat.

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SELLER VIEW ANALYSIS

Fifteen sellers are taken as sample size for getting the information about the selling process,
challenges faced by the seller and other marketing related information. We asked some
question to get the actual situation of Haat, those are as follows
*Frequency of Haat Visit
Seller are visit every week to the Rayagad Haat ,more than 75% of sample answered that they
are come to Rayagad Haat to sell the product and another 25% Seller going to various nearby
Haat like Upallda, Jeerango, Ramgiri, R.Udayagiri, Meliaputi, Paralakhemundi, Gumma,
Nanapur. Seller give their view that they visit to those Haat on another day of the week like
Saturday to Paralakhemundi ,Thursday to Gumma etc .which help them for earning a good
profit .So the following show the frequency of Haat visit of seller.

15
10
5
0
Once

Twice

3 times

Every week

*Source of Income
Most of the shop has no proper infrastructure and they use to pay Rs.10 for every week, Most
of the seller has started their business with own investment and two seller say that they taken
loan from some financial institution like Bank or microfinance .

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Source of Income
7%

13%

Loan
Own Investment
Bank
80%

We found that 80% of Seller start their business by investing their own fund where as only
rest 20% seller take loan from Micro finance or Banks.
*Transportation mode
As Haat is the part of rural area so, transportation mode is usually Local buses, Tractor,
Bicycles, Own vehicles or auto etc.

Mode of Transportation

20%

20%

Public transport
Own Vehicle
7%

Rented Vehicle
Auto Rickshaw

33%

*Seller view

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20%

By foot

We take a cosmetics seller as our responder who also Seller at Jeerango Haat, his weekly sale
Rs.1200 and Rs.1000 at Jeerango Haat and earn an average profit of 400 per week. The
motivation factor to come and sale the product is that they have no space and investment to
open a cosmetic shop and the another reason is that they also sale local brand and unbranded

product which give them more profit in rural Haat .

Supply chain

Paralakhemundi
Market
Rayagad Haat

Customers

Berahampur
Market

Another responder Mr. Arata Vardhan who is a Grocery shop owner, he is staying in the
Rayagad Village itself. He was earning Rs 3000 per week, according to him approximately
Rs.1200 he earning from Rayagad Haat, whereas from R.Udayagiri Haat he is earning
approximately Rs.1000, and sometimes he also goes to the Ramagiri Haat where he earning
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approximately of Rs.800. From these Haat he is getting the profit of Rs.500 at the end of

every week . His highest selling products are the Grocery products like Dals, Sugar, Chillis,
Masalas, Washing products like Detergent Cakes and Powders, Brushes, and simultaneously
the snacks items also is the part of highest sales.

Supply Chain

Palasa Market

Rayagad Market

Customer

Another seller was two ladies who were selling the Maali anddevotional photes .it is the
Unique product we was found at that Haat because it is not available in local market ,it might
be available in different shop .
Seller name-Babita

Sabara & Puspa Sabara, they usually use Bus, Train, Auto and

sometimes brought all items in Rented vehicle and visit Every Week to Rayagad Haat. They
earned every week approx Rs. 3500 i.e. Rs 2000 from Rayagad Haat and approx Rs.1000,

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from Jeerango Haat, Rs.1000 and Rs. 500 from Ramgiri Haat and end the of the week he got
a profit of Rs.800 but in rainy season they face lots of problem due to insufficient
infrastructure. Get Maximum profit then other market is the motivational factor to them .

Supply Chain

Puri

Seller
Berhampur
ur

Rayagad
Haat

Customer

Brundavan

Padma Behera who is staying at Paralakhemundi, Gajapati district, selling the accurium
living organism like fish and prawns at the two different Haat in the district where as her
highest sales is at the Rayagad Haat of Rs 1500. She is transporting the the goods via buses
and autos. The business is started by her own investment where is getting the approximately
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value of Rs 500. She mainly faces the problem during the rainy season where she does not
able to reach her approximately values. As Mrs.Padma Behera also visit to the Khejiripada
Haat for the selling of the goods, where she only sales the goods upto Rs 1000. Her
approximate sales per week is upto Rs. 2500

Supply Chain

Tekeli

Rayagad
Haat

Paralakhemundi
Wholesaler

Mr.Rabin Prasad Gaya is a Garment seller in

Rayagad Haat ,staying in Paralakhemundi
who visit regular to Haat by using the Auto .
Every Week highest selling goods are the
kids were, T-shirts.He start business by own
investment & Rs. 40000 Loan from Bank.
He face problem in the Rainy season due to
insufficient infrastructure.He earned approx
Rs.30000

i.e.

Rayagad

Haat

Rs.16000,Gumma Haat-Rs.14000 and get

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Customer

Profit- Rs.500

Supply chain

Kolkata
Seller
Berhempur

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Rayagad
Haat

Customer

LEARNING
The Haat survey exercise at the Rayagad Haat brings in its wake many learning experience
for us. Not only it gave us a chance to intimate with the rural Haat but we learnt the
perspectives of the buyers, sellers and other stake holders like local govemment. Haat
remains an important point in the lives of villagers. It caters to the many needs of the
villagers at a single point.
We found the differences in the buying pattern of different age groups. The youngsters were
more attracted towards fashionable and attractive packaging whereas the older generation
were inclined towards tested and economical goods. We also found a fair sized market of the
duplicate product in the Haat. The prices of those products were no less than the original
product. On finding out we came to know that since the margin is more in the duplicate
products the sellers are more inclined to keep them.
From the consumers point of view we learned that in case of clothes and other related
accessories the rural buyers are ready for a trade off between quality of the products and the
price. Thus many of the customers do prefer to buy from street vendors though the quality of
goods is lower. In the case of products of daily use which are perishable such as vegetables
and fruits, ease of availability and convenient location of the market becomes an important
factor rather than the price.
One common problem that was faced by all the sellers was the credit crunch. Even when they
want to expand their business they do not get institutional support. The sellers who are
willing to upgrade to ownership of a permanent shop from being a street vendor cannot do so
because with such a less amount of assets they cannot get credit from the banks for their
business.

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CONCLUSION:
Haats are playing an important role in Rural India which communicates the rural India to
Urban India. They continue to play a vital role in the rural economy these markets provides
people an opportunity not only to purchase consumer goods, but also to sell surplus
agricultural and allied products.
We can conclude by seeing Rural Haat that rural consumers are not a homogeneous lot the
brand preference is different person to person in family because the customer profile is
different they differs by occupation, income, social and cultural grouping.
Haats are held in dusty places and conditions are most unhygienic. The Haats have no basic
infrastructure facilities like sheds for sellers and pathways for buyers. Therefore, it is
proposed to modernize.

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