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Assessing the Demand for Quality Attributes and Factors Influencing the Consumption of Ghee in Chennai City

Shilpa Shree J. A. Serma Saravana Pandian N. Kumaravelu
Vol 7(4), 172-179
DOI- http://dx.doi.org/10.5455/ijlr.20170225035752

The study was under taken to assess the demand for quality attributes and factors influencing the consumption of ghee in Chennai city. The factors included in the study are family size, age and educational status of household head, family type and income, religion, food habit, presence of children and aged person in the family. A total sample size of 450 household consumers were selected randomly from fifteen zones of Chennai city i.e. 30 consumers from each zone. To analyze the factors influencing the consumption of ghee, semi-log functional model was used and to assess the demand for quality attributes of ghee, conjoint analysis was used. The fitted semi-log functional model revealed that family size, educational status of the head of the household, monthly family income and food habit of the household consumer were found to be significantly influencing the consumption of ghee. Of which, family size, educational status of the head of the household and monthly family income were found to be positively influencing the ghee consumption whereas, food habit of the family was found to be negatively influencing the consumption of ghee. The conjoint analysis for ghee revealed that the ideal ghee had the following attributes: brand specific (Aavin), the price level of Rs. 150 to Rs.250 per kg of ghee, grainy texture and availability level of 50g -250g packets. The results indicated that the consumers have given more importance on quality factor while purchasing the product. So, this imparts the need for enhancing the production of quality dairy products. The study suggested that a producer should analyze the part-worth utilities of each of the attribute to ascertain how he can increase the consumer’s utility from his product. These results have the potential to assist in the construction of a market strategy.

Keywords : Ghee Consumer Preferences Quality Attributes

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