CONSUMER PREFERENCE TOWARDS INSTANT MIX FOOD PRODUCTS

P. T. GOKULRAM¹*, A. D. V. SAMUEL^2
1Department of Agricultural Economics, Agriculture College and Research Institute, Madurai, 625 104, Tamil Nadu, India
²Department of Agricultural Economics, Agriculture College and Research Institute, Madurai, 625 104, Tamil Nadu, India
* Corresponding Author : gokulram.tnau@gmail.com

Received : 28-04-2019     Accepted : 12-05-2019     Published : 15-05-2019
Volume : 11     Issue : 9       Pages : 8378 - 8381
Int J Agr Sci 11.9 (2019):8378-8381

Keywords : Consumer Preference, Income Groups, Conjoint Analysis, Garrett Ranking Technique
Conflict of Interest : None declared
Acknowledgements/Funding : Authors are thankful to Agricultural College and Research Institute, Madurai, 625 104, Tamil Nadu Agricultural University, Coimbatore, 641003, Tamil Nadu, India
Author Contribution : All authors equally contributed

Purchasing nitty-gritty is a common phenomenon in every human being. The consumer preference chances in each and every person’s .The paper bring into focus consumer preference of instant mix food products. Instant mix food products per seis emerging in the fastest world and simplifying the cooking process. An analysis was conducted on a sample of consumers in Madurai district involving 135 respondents. The respondents are divided by rural group and Low, Middle and High income group and working women’s group among urban consumers. The conjoint analysis, Percentage analysis, Multilog linear model, Dummy variable model, ANNOVA with two qualitative variable model and Garrett ranking technique were used to analyze the variants.

1. Green P. E. and Rao V. R. (1971) Applied multidimensional scaling: a comparison of approaches and algorithms. New York: Holt. Rinehart & Winston, 292.
2. Green P. E. and Wind Y. (1975) Multi attribute decisions in marketing. Hinsdale. IL: Dryden, 396.
3. Green P. and Srinivasan V. (1990) Journal of Marketing, 54,3-19.
4. Kuhfeld F.W. (2010) Marketing research methods in SAS experimental design, choice, conjoint and graphical techniques.
5. Harshini J. and Daniel Viswasam Samuel A. (2018) Research Journal of Agricultural Sciences, 780-783.
6. Dhanavandan S., V. (2016) International Journal of Library and Information Studies, 135.