This research paper investigates consumer preferences and purchasing patterns for vegetables in Nagpur City, Maharashtra. The study aims to identify the most preferred vegetables, the factors influencing consumer choices, and the preferred purchase channels. Additionally, it examines the impact of demographic variables such as age, income, education, and household size on vegetable purchasing behavior. A mixed-methods approach was employed, combining quantitative surveys of 200 households with qualitative interviews of 30 consumers. The findings reveal that tomatoes, potatoes, onions, leafy greens, and cauliflower are the most preferred vegetables. Freshness, price, taste, nutritional value, and availability are key factors influencing consumer preferences. The study also highlights that local markets are the primary source of vegetable purchases, followed by supermarkets and online platforms, with weekly purchases being the most common. The research concludes that demographic variables significantly influence purchasing behavior, with younger consumers preferring convenience and online shopping, while older consumers favor traditional markets. The paper provides valuable insights for retailers, marketers, and policymakers to enhance market strategies and improve the supply chain for vegetables in Nagpur City.