A Conjoint Analysis on Consumers’ Revealed Preferences for Products from Coconuts in Madurai City India

Abstract

India per se being leader nation in coconut production, only 2 per cent hardly utilised for value addition. To discern the pull factors causing consumer preference for coconut products, a study was conducted among different income group of consumers from Madurai city of Tamil Nadu. Five coconut value-added products like desiccated coconut, processed tender coconut, skimmed coconut milk, skimmed coconut milk powder and neera were selected for the study. The objective of the study is to evaluate the performance and specific factor influencing the marketing of selected coconut products and to study the market opportunities of the selected coconut product based on the consumer preference. Conjoint analyses, Multi-log linear function, Dummy variable model, ANOVA with two qualitative variable model were used in the study to find the factors influencing the marketing of selected coconut product. The result from all the analysis conclusively showed that income is the main factor influencing the market opportunities of selected coconut products.