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Fruits and vegetables form a major commodity group under food category retail. Consumers have a wide range of retailing stores for purchasing fruits and vegetables. Data were collected from the fruits and vegetable consumers from five different retail store outlets like National Corporate Retail Chain (NCRC), Regional Corporate Retail Chain (RCRC), Private Sector Specialised Store (PRSS), Public Sector Specialised Store (PUSS) and Mom and Pop Store (M&P) in the Coimbatore city. The broad objective of the study is to explore the store choice preferences and buying behavior of consumers in...