Abstract:
A study was conducted in rural markets in the eastern province (Ampara and Batticaloa districts)
to understand the operation of rural markets and the behavioral pattern of rural consumers visiting
these markets. A few rural markets were purposively selected and a survey was done by randomly
selecting 190 consumer buyers visiting the rural markets on a market day, using a structured
questionnaire.
Two types of rural markets (Polas) were identified; periodic and non-periodic operate in the
districts, with the later being more in numbers. Most of the markets were located close to the
main road and were accessible easily. Consumers travelled between 0.5 to 1.8 km to reach a
market, either by bicycle or on foot. The “consumer basket” on market day contained vegetables,
dry fish, fish, rice and other essentials. On average a consumer in the Ampara district spends
RS.354 on a market day, while this figure was Rs.465 in Batticaloa district. About 20% of the
expenses were to buy vegetables and dry provisions and close to 15% on rice.
Market buyers were mainly consumers, due to an absence of trader and wholesale buyers.
Consumers visited the markets once a week or twice a week (90%). They visited other rural
markets too, due to non-availability of goods needed, higher prices and bargaining not possible.
Most of the consumers were unaware of prices prevailing at nearby markets, while others got
price information by visiting other markets or from friends/relatives. The quantity of goods
purchased by consumers did not differ between the two districts.