AN ANALYSIS OF CONSUMER BEHAVIOR AND PREFERENCE FOR MANGO PULP IN SOUTH GUJARAT, INDIA

DOI: 10.5958/0976-0563.2014.00583.1    | Article Id: DR-767 | Page : 98-103
Citation :- AN ANALYSIS OF CONSUMER BEHAVIOR AND PREFERENCE FOR MANGO PULP IN SOUTH GUJARAT, INDIA.Asian Journal Of Dairy and Food Research.2014.(33):98-103
Ruchira Shukla*, Bhavesh Chaudhari and Gayatri Joshi shuklaiabm.nau@gmail.com
Address : ASPEE Agribusiness Management Institute Navsari Agricultural University, Navsari – 396 450, India

Abstract

In order to understand the consumer demand for mango pulp and to help the mango pulp processors compete more effectively in an increasingly competitive landscape , the present study was undertaken  in three districts of South Gujarat. Primary data was collected using personal interview of 150 consumers and 45 retailers. It was found that the mango pulp has demand throughout the year. The product is considered a delicacy and a specialty product offered on special occasions. The preference was found to be very dispersed as it depends upon the availability of the brands at the retail store. Major factors affecting the purchase decision by the consumers are taste, quality and mango variety of mango pulp.

Keywords

Brands Consumer behavior Preference.

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