STUDY ON CONSUMER AWARENESS AND KNOWLEDGE ON TRADITIONAL RICE VARIETIES IN ERODE CITY OF TAMIL NADU

G. SUSMITHA¹*, K. DIVYA^2
1Department of Agricultural and Rural Management, Tamil Nadu Agricultural University, Coimbatore, 641003, Tamil Nadu, India
²Department of Basic and Social Sciences, Forest College and Research Institute, Mettupalayam, 641301, India
* Corresponding Author : susmisarmi1997@gmail.com

Received : 02-12-2020     Accepted : 26-12-2020     Published : 30-12-2020
Volume : 12     Issue : 24       Pages : 10506 - 10509
Int J Agr Sci 12.24 (2020):10506-10509

Keywords : Traditional rice, Consumer knowledge, Purchasing, Quantity, Purpose, Problems
Academic Editor : Dr Vipul N Kapadia, Amit Phonglosa
Conflict of Interest : None declared
Acknowledgements/Funding : Authors are thankful to Department of Basic and Social Sciences, Forest College and Research Institute, Mettupalayam, 641301, Tamil Nadu Agricultural University, Coimbatore, 641003, Tamil Nadu, India
Author Contribution : All authors equally contributed

India is one of the major traditional rice varieties growing country. Consumer demand for traditional rice varieties is growing because of its health benefits. A study was carried out to find out the consumer awareness and knowledge about traditional rice varieties in Erode city, Tamil Nadu. From the four zones of the city 30 samples from each region were selected and total sample size was made up of 120. The sampling method of Convenience sampling was used for collecting information from the sample respondents. The results showed that majority of the sample respondents were female, young (20-40 years), graduates, earning Rs 21,000-40,000 and living in nuclear families of 3-5 members. They had more knowledge about Jeerga samba rice (91.66) followed by Mappillai samba rice (83.33) accompanied by choice of their purchase was for improving health conditions (66.66) which the consumers health based benefits they attain from the usage of traditional rice was also to improve overall health condition (33.33). Age and Income were highly influencing the consumers towards awareness of traditional rice varieties. Knowledge level was studied to identify their attitude and their interest on traditional rice varieties and problems also studied to know the difficulties in buying of traditional rice varieties.