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@article{184796,
        author = {Dr. P. Anbuoli and Dr. M. Sakthivel},
        title = {A STUDY CONDUCTED AMONG FRUIT VENDORS IN VIRUDHUNAGAR TOWN ON INNOVATION IN RETAILING},
        journal = {International Journal of Innovative Research in Technology},
        year = {2025},
        volume = {12},
        number = {4},
        pages = {4378-4382},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=184796},
        abstract = {Today, individuals are increasingly health-conscious. Because of consumers' awareness about health, fresh fruits are in demand. The present research examines the innovations employed by fruit vendors in the unorganized retail market of Virudhunagar town and the challenges they face in conducting their retail business. This research follows a descriptive research design and is grounded in both primary and secondary data. The survey was conducted among 60 fruit vendors using a well-designed questionnaire. The research identifies the fruit vendors' demographic profile, innovations adopted by the fruit vendors, and issues confronted by them. Findings indicate the low usage of online platforms and value-added products. The research provides practical recommendations for increasing competitiveness, such as local procurement, discounts, and online promotion. The findings highlight the significance of innovativeness in maintaining and expanding small-scale fruit enterprises.},
        keywords = {Innovation, Retail Business, and Fruit Selling},
        month = {September},
        }