International Journal of Agriculture Extension and Social Development

author(s)
Aakash Kumar and Hulas Pathak

abstract
The buying behaviour of consumers in the weekly markets of a tribal area, highlighting their central role in the local economy and social life. The research, based on primary data from 180 respondents, reveals that the typical consumer is a middle-aged (31-50 years), female cultivator with primary-level education, reflecting the significant involvement of women in market activities and a livelihood dependent on land and forest resources. the majority (67.78%) visiting weekly to purchase essential goods. The most frequently purchased items are agricultural produce (65.55%) and groceries & spices (53.33%), underscoring the markets' role in fulfilling basic needs. Regression analysis identifies price and quality as the most significant factors influencing purchasing decisions, followed by product availability and convenience. In contrast, cultural, seasonal, and social factors were found to be statistically insignificant. Consumer spending is predominantly moderate, with over a third (33.88%) spending between ?501-?1000 monthly. While cash remains the dominant payment mode (71.11%), the persistence of barter (12.22%) signifies enduring traditional practices, alongside a nascent adoption of digital payments (10.55%). weekly markets are vital, multi-utility hubs for tribal communities. Consumer behaviour is primarily driven by economic and functional factors, with these markets serving as crucial spaces where livelihood needs, cultural traditions, and gradual modern influences intersect.