Resumen
The present study is designed to make a comprehensive understanding of the attitude of the urban consumers and explore the factors involved in dealing with the perishable food of certain kinds. The rise of the middle class stipulates the enhancement of the shopping environment; hence witnessing a substantial increase of the number of the supermarkets in developing countries like Bangladesh will not be surprising. A number of urban supermarkets in recent times start selling perishable foods that were once available in Bangladesh only in flea markets (Kaccha Bazaar). However, due to the lack of proper infrastructure, agro-based perishable food reaches the urban market via a long process of chain mediations and raises concerns about quality and price for both retailers and consumers. Very often the attitudes of consumers regarding perishable foods are unknown and their preferences remain unidentified. This high level of uncertainty regarding the attitude of consumers and the unpopularity regarding overall food quality need to be resolved to ensure the continuity of the business and guarantee the quality of the products. This has made the study of the consumers? attitude towards perishable food, especially relevant for emerging economies like Bangladesh. The data is collected from one hundred (100) consumers, who buy food regularly from both super-shops and flea markets in Dhaka city. The collected data are analyzed in terms of factors like importance, expectation and perceived actual level of value to show the gap in terms of perishable foods involved.