A STUDY ON CONSUMER PREFERENCE FOR VALUE ADDED RAGI PRODUCTS IN KARNATAKA
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Date
02-12-15
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UNIVERSITY OF AGRICULTURAL SCIENCES GKVK, BENGALURU
Abstract
Finger millet commonly known as ragi is important food crop in Karnataka. The
major objectives of the study were to analyse the factors influencing the consumer
preference, to document the range of value added ragi products available in the market
with brand and to study the marketing strategy of value added products. Chi-square
technique, Henry Garrett ranking technique were employed in the study. Thirty each of
the consumers were selected from Bengaluru city, Mysuru city, H. D. Kote of Karnataka.
It was found that 36 per cent of the consumers fall under the age group of 30 to 45 years.
53 per cent were males and 73 per cent of the consumers were married and with respect
to the family type about 99 per cent of the family belonged to nuclear type. 39 per cent
were graduates and among the respondents 44 per cent were software engineers.
Nutrition of ragi is the major influencing factor which influences the consumers of ragi
product with a score of 70.60 fallowed by health value with garret value 65.60. It was
found that fifteen different value added ragi product were available in market. Corporate
companies like Britannia and MTR are present in this category. Few of value added ragi
products ragi dosa and idli mix, bread, flour etc., are available. Price discount was used as
major pricing strategy for promotion of ragi products. The products promotion strategy
were focused more on quality and healthiness of the product.