ABSTRACT:One Station One Product (OSOP) was introduced in 2022 as a government initiative to promote indigenous products at busy railway stations. The present exploratory study attempts to examine the awareness, perceptions, and purchase behaviour of commuters who travel by Mumbai local trains. Primary survey data were collected from 264 respondents on the western and central lines using convenience sampling and analysed using mixed methods, with descriptive statistics and thematic analysis of semi-open and open-ended questions. The analysis reveals a significant gap between awareness and purchase behaviour, with a small proportion of commuters making an actual purchase. There is a clear awareness- purchase behaviour gap: while scheme awareness (61%) and cultural endorsement are relatively high, actual purchase conversion remains low (28%), with purchase behaviour characterised by impulsivity, low spend, and negligible repeat buying. The study identifies structural and communication constraints that drive consumer engagement. The study shows that OSOP evokes symbolic presence rather than being part of their daily consumer practice.

KEYWORDS:One Station One Product, purchase behaviour, structural barriers, consumer perception.

ONE STATION ONE PRODUCT: AN AWARENESS- PERCEPTION AND PURCHASE BEHAVIOUR ANALYSIS IN MUMBAI CITY

DR. SAMYA SHINDE,
ASSOCIATE PROFESSOR,DEPARTMENT OF SOCIOLOGY L. S .RAHEJA COLLEGE OF ARTS AND COMMERCE