Retailing is one of the oldest business that human civilization has known. The Indian retail industry has emerged as one of the most dynamic and fast-paced industries due to the entry of several new players. India is the world’s fifth-largest global destination in the retail space. The growth of an organized retailing is predominant across the globe. Organized retail is also on the threshold of a boom in India. The nation has witnessed a revolution in the last three decades owing to rapid urbanization and changing consumption. Consumer is regarded as king of retailing sector and there is a need to identify the consumer preference towards organized and unorganisedretailing. Gujarat is an important vegetable producing state. Fruits and vegetables are part of frequently purchased foods, hence, study of consumer preference with respect to fruits and vegetables purchasing through organised and unorganised retailing was important in agricultural marketing. The study focused on consumer preference with respect to 7 P’s of marketing for organised and unorganised retailing of fruits and vegetables. The study concluded that, though, shopping from organised retail chains has attracted many consumers due to shopping environment and ambience, lucrative discount and festive offers and availability of items at one place, consumer prefer unorganised retailing in case of fruits and vegetables.  Location convenience also matters as most of the retail chains are not in close proximity to the residential areas. Inspite of a growing preference of consumers to shop from modern retail chains, their actual purchasing of fresh fruits and vegetables continues to be more from traditional retailers that is, street vendors and road side vendors. The main factors those favour traditional retailers over modern retailers are convenience, fresh quality, bargaining possibilities and relationship with retailers. The analysis suggests that urban consumers shopping pattern will continue to depend on traditional retailers for fruits and vegetables despite penetration of organised retail stores.

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Keywords: Consumer, Preference, Marketing, Organised Retailing, Unorganised Retailing.