Perception of consumers towards pomegranate fruit in Maharashtra

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1 Perception of consumers towards pomegranate fruit in Maharashtra Mr. Kirtikumar L. Ekhande Assistant Professor Shreeyash Institute of Management Gut No. 258(P), Satara Tanda, Aurangabad Dr. G.T.Patil Principal Smt. Vatsalabai Naik Mahila Mahavidyalaya Pusad, Dist. Yavatmal Introduction: India is the second largest producer of fruits in the world and holds first position in production of fruits like mango, banana, sapota, pomegranate and aonla. The Area, Production and Productivity of fruit crops have registered significant increase during the last ten years. In the Indian culture Pomegranate is associated with Bhoomidevi (the earth goddess) and Lord Ganesha. Lord Ganesha is also known as the Bijapuraphalasakta, the one fond of the many-seeded fruit. Ayurveda the ancient form of medicine in India uses the root, bark, flowers, fruit & leaves of the Pomegranate for medicinal purposes. The total area under cultivation of pomegranate in India is thousand ha and production is around thousand tons. Maharashtra is the leading producer of pomegranate followed by Karnataka, Andhra Pradesh, Gujarat and Tamil Nadu. Ganesh, Bhagwa, Ruby, Arakta and Mridula are the different varieties of pomegranates produced in Maharashtra. The leading fruit growing states are Maharashtra which accounts for 16.0 per cent of production. In India, pomegranate is commercially cultivated in Solapur, Sangli, Nasik, Ahmednagar, Pune, Dhule, Aurangabad, Satara, Osmanabad and Latur districts of Maharashtra; Bijapur, Belgaum and Bagalkot districts of Karnataka and to a smaller extent in Gujarat, Andhra Pradesh and Tamil Nadu. Pomegranate is the fruit available throughout the year in Maharashtra. Pomegranate is a popular fruit due to its low price high nutrient value, and availability unabated. It is considered as ancient fruit. In ancient times the Pomegranate marketing is related only to Pomegranate fruit, but in modern marketing, Pomegranate marketing related to various product of Pomegranate. To reduce post harvest losses substantially and supply quality produce to consumers both domestic, and international level, we need marketing of Pomegranate. In recent years the production of pomegranate increased in many areas of Maharashtra and significantly the marketing of pomegranate becomes major issue. The researcher with the help of this study tried to understand the consumer s perception about pomegranate fruits so as to provide suggestions for improvement in the marketing system of pomegranate. Research Methodology: The researcher selected six districts for study they are Aurangabad, Jalna, Ahmadnagar, Nashik, Dhule, Latur. The sample of 50 people randomly selected from each district. In this way the 23

2 of total sample of 300 consumers were selected for study. A questionnaire has been designed for collecting data from respondents. The questionnaire consists of two parts first part was related to personal information & second part consists questions related to the pomegranate fruit. Their were 20 questions designed in the questionnaire, the questions were both open & close ended. Hypothesis: 1. More than 50 consumers purchases pomegranates from hawkers. 2. Less than 20 consumers don t know the health benefits of pomegranate. 3. More than 30 consumers preferred colour during purchasing of pomegranate. 4. More than 30 consumers consume fruits only & not any other byproduct. Data analysis & interpretation: The researcher analyses the data of questionnaires & presented it in the graphical format, as well as interpreted each graph and the summary had been written below the graph. Q.1 Location of the consumers? Table No.1 Location of the Location of Commission Agents Aurangabad Jalna Ahmadnagar Nashik Dhule Latur Graph No. 1. Location of the Districts selected for study As per the graph above 50 consumers were selected form six districts randomly. The consumers are the end users so their study plays major role. The likings, habits of pomegranate consumers form Aurangabad, Jalna, Ahamadnagar, Nashik, Shule, Latur are studied. Q.2 Education of the consumers? Table No. 2. Education of the Education consumers <10th th th Graduation Postgraduation Graph No. 2. Education of the Education 24

3 of of Consumes On the basis of above graph it is interpreted that maximum i.e. 45 consumers are graduate, 29 consumers are post graduate, 16 consumers are 12 th passed, 5 each are having 10 th passed & below 10 th education. This indicates that the education level is increasing among society which is good for creating awareness among them about fruits. Q.3 Profession of consumers? Table No. 3. Profession of Profession consumers Service Self Employed Student Other Graph No. 3. Profession of Service Self Employed 9.30 Student Profession of 2 Other The above graph shows that 60 consumers are doing service, 28.7 consumers are self employed, 9.3 are students and 2 consumers belongs to other group that includes housewife s, retired people etc. This means maximum people are from working group. Q. 4 Annual Income of the? Table No. 4. Annual Income of consumers Graph No. 4. Annual Income of consumers Income <1Lakh Lakh Lakh Lakh < No Response Annaul Income In the answer of this question 20 consumers haven t given response, in case of remaining consumers 33.3 have annual income in between Rs. 1-2 Lakh, having annual income in between Rs. 2-5 Lakh, 9.3 consumer earns below Rs. 1Lakh annually, 3.33 consumers annual income is in between Rs.5-10 Lakh and 1.66 consumers earn highest annual income level i.e. above 10 Lakh. Q.5 Is pomegranate amongst your most favored fruits? Table No. 5. Pomegranate amongst favorite Graph No. 5. Pomegranate amongst favorite 25

4 Favore d fruit No, 9 Yes No Yes, 91 On the basis of above graph it is interpreted that according to 91 consumers pomegranate is one of amongst their favored fruits, whereas 9 consumers says that pomegranate is not amongst their favorite fruits. This shows that mostly people like pomegranate fruit & consider it as their favorite fruit. Q.6 Are you aware of health benefits of Pomegranate? Table No. 6. Aware about Health Benefits Graph No. 6. Aware about Health Benefits Health Benefits Frequency Yes No No, Yes, Above graph reflects the fact that 66.6 consumers don t know the health benefits of pomegranates, only consumers knows the health benefits of pomegranates. As pomegranate is a medicated fruit, can cure many diseases but very few people knows it. Q.7 Do you eat pomegranate just as it is economical as compared to other fruits? Table No. 7. Eat Pomegranate Because Graph No. 7. Eat Pomegranate Because Economic Economic Economical Reason Yes No No, Yes,

5 Places of purchasing As per above graph 52.3 consumers eat pomegranates because it s economical, 47.7 consumers don t think economical issue is important in eating pomegranates. This means the prices of pomegranates some how affects consumers, the prices are having relations with consuming habits. Q.8 Do you eat pomegranates due to its health benefits? Table No. 8. Eat Pomegranate Because Healthy Health Reason Frequency Yes No No response Table No. 8. Eat Pomegranate Because Healthy No, No response, 7.66 Yes, In above question 7.66 consumers haven t given any kind response, consumers says that they are not considering health aspect at the time of eating pomegranate and consumers says that they eat pomegranates because of health benefits. As again the number of consumer not considering health benefits of pomegranate are more. Q.9 Where form you purchase pomegranates? Table No. 9. Place of purchasing pomegranates Location of purchasing pomegranates Mall Shop Hawker Graph No. 9. Place of purchasing pomegranates Hawker Shop Mall of In the above graph 50.7 consumers are purchasing pomegranates from shops, 37.3 consumers purchasing from hawkers, 12 consumers purchasing at mall. This means maximum consumers prefer shops for purchasing of pomegranates. 27

6 Products Consume Q.10 Which pomegranate products do you consume? Table No. 10. Pomegranate products consume consume Pomegranate products consumers Juice Other (Anardana etc.) Only Fruits No processed product Graph No. 10. Pomegranate products Only Fruits No processed product Other (Anardana etc.) of In case of consumption of pomegranates maximum i.e consumers prefers fruits for eating, 19 consumers prefer juice of pomegranates, 7.7 consumers prefers other by products like anardana etc. this shows that people are not habitual of by products of pomegranates may be because the by products are not available in the market in that percent. Juice Q.11 Do you know safe food concept? Table No. 11. Know Safe food concept Safe food concept consumers Yes No Graph No. 11. Know Safe food concept No, Yes, In case of safe food concept 60.7 consumers don t know safe food concept whereas 39.3 consumers know the safe food concept. The consumers are not aware about the chemically infected fruits which can affect their body. Q.12 Do you check the pomegranates (whether Organic or inorganic) at the time of purchasing? Table No. 12. Checking at the time of Graph No. 12. Checking at the time of purchasing purchasing Checking the pomegranates consumers Yes Yes, No No,

7 Parameters of purchasing of It is interpreted on the basis of above graph that 67.7 consumers don t check at the time of purchasing that the fruits are organic or chemical, 32.3 consumers says that they check it at the time of purchasing that the fruits are organic or chemical. In fact it is very difficult for a person to identify the condition of the fruit until and unless the retailer tells. The retailers also don t know in some conditions. This is important for body to take organic food. Q.13 Which type of pomegranate you prefer? Table No. 13. Preference of Pomegranate Preference Fully ripped Partially Ripped No response Graph No. 13. Preference of Pomegranate Fully ripped 4 1 Partially Ripped Preference No response For above question 1 consumers haven t given any response, according to 95 consumers they like to prefer fully ripened pomegranates at the time of purchasing and 4 consumers says they preferred partially ripened pomegranates. In general most of the people purchases fully ripened pomegranates because they ready to eat. Q.14 Which parameters of fruits you consider while purchasing pomegranates? Table No. 14. Parameters consider Graph No. 14. Parameters consider Parameters Colour Size & Shape Price Other (Variety, Type, Aril size) No Parameters Checked No Response No Response No Parameters Checked Other (Variety, Type, Aril size) Price Size & Shape Colour of For above question 12.7 consumers don t given any response, in case of different parameters 26 consumers says they don t use any parameter during purchasing of pomegranates, 26.3 consumers says they uses colour of pomegranate as a parameter for purchasing, 14 prefer size of 29

8 pomegranate, 7 prefers prices where as the remaining 14 prefers other parameters like type, aril size, variety, sample taste etc. Q.15 Do you consume pomegranates throughout the year? Table No. 15. Consumption of Pomegranates Graph No. 15. Consumption of Pomegranates Consumption pomegranates of During Whole Year Not Specific, 2 During Whole Year, 37 Specific Period Not Specific Specific Period, 61 The above graph reflects the fact that 37 consumers consumes pomegranate during whole year whereas 61 consumers eats pomegranate in specific period, 2 consumers don t have specific period for eating pomegranates. The pomegranate eating generally depends on different factors but consumer s habits are important. Q.16 Is pomegranates easily available form market? Table No. 16. Availability of Pomegranate Graph No. 16. Availability of Pomegranate Availability Yes No No, 13 Yes, 87 As the 87 consumer says that pomegranate is easily available in market, 13 consumers say that availability of pomegranates is not easy. As the production of pomegranate increases, supply increases and their for the availability become more easy. 30

9 Q.17 Do you think that the present pomegranate prices are reasonable? Table No. 17. Pomegranate Prices Graph No Pomegranate Prices Prices opinion Reasonable High High, 25.7 Reasonable, 74.3 On the basis of above graph it is interpreted that maximum i.e.74.3 consumer s respond that present prices of pomegranate are reasonable and 25.7 consumers respond that present prices of pomegranate are high. This means consumers feel prices are not more & affordable. Q.18 Do you think pomegranate prices has unduly increased in last few years? Table No. 18. Undue Increase in Graph No. 18. Undue Increase in Prices Prices increasing consumers Yes No No, Yes, As per the above graph it is interpreted that 49.3 consumers think that pomegranate prices has unduly increased in last few years, where as 50.7 consumers think that the is no undue price increase. The price of pomegranates mostly depends on supply, so when supply decrease it affects the prices. Q.19 Do you think that by-product production from pomegranate should be encouraged? Table No. 19. Encouragement for By products Encourage the industry Yes No Graph No. 19. Encouragement for By products Yes, 99 No, 1 31

10 As per the above graph 99 consumers prefer that by-product production from pomegranate should be encouraged whereas 1 says not. By product production means addition of value, the value added products liked by people, so there is need to promote process products of pomegranates like juice, jam, jelly etc. Q.20 Any comment or suggestions you would like to give about pomegranate marketing? For above question 50.3 people haven t provided any response & 2 don t give any suggestions, remaining consumers provide following suggestions. 1. By products like fruit juice should make available at less prices. 2. Good quality pomegranates should make available at reasonable prices. 3. The fruits should make available through farmer so as to reduce prices. 4. Should create awareness among peoples about health aspect of pomegranate. 5. Create awareness about safe food concept. 6. Government along with farmers & consumers should develop marketing network. 7. Organic pomegranates should make available. 8. Detail content Information should be providing along with fruits. need processed fruits at low prices & health benefits of fruits. Hypothesis Testing: Hypothesis 1: More than 50 consumers purchases pomegranates from hawkers. As per the analysis of Q.9 and the study amongst the sample of 300 consumers 112 (i.e.37) consumers prefers to purchases the pomegranates form hawker. 1. Formulate the hypothesis. Null Hypothesis: H 0 : p 50 Alternate Hypothesis: H 1 : p >50 2. Formulate an analysis plan. For this analysis, n = 300, x = 112, P 0 and the significance level is, = 5 and sample proportion of success: P = = 0.37 The test method is a two sample z-test because sample size, n > Analyse sample data. z = P P 0 P 0(1 P 0) n ( ) = 0.05 (1 0.05) 300 = = Since H 1 is two sided and the rejection regions at 5 level of significance which comes to as under, normal curve area table, then the critical value is: The critical value, z =

11 4. Interpret results. Since the calculated value of z is which is less than the critical values, i.e Hence, the null hypothesis H 0 is accepted & alternate hypothesis H 1 is rejected. It is conclude that percentage of consumers purchasing pomegranates from hawkers is less than or equal to 50. Hypothesis 2: Less than 20 consumers are aware about the health benefits of pomegranate. As per the analysis of Q.6 and the study amongst the sample of 300 consumers 118 (i.e.39.33) consumers are aware about the health benefits of pomegranate fruit. 1. Formulate the hypothesis. Null Hypothesis: H 0 : p 20 Alternate Hypothesis: H 1 : p <20 2. Formulate an analysis plan. For this analysis, n = 300, x = 118, P 0 and the significance level is, = 5 and sample proportion of success: P = = 0.39 The test method is a two sample z-test because sample size, n > Analyse sample data. z = P P 0 P 0(1 P 0) n ( ) = 0.05 (1 0.05) 300 = = Since H 1 is two sided and the rejection regions at 5 level of significance which comes to as under, normal curve area table, then the critical value is: The critical value, z = Interpret results. Since the calculated value of z is which is less than the critical values, i.e Hence, the null hypothesis H 0 is accepted & alternate hypothesis H 1 is rejected. It is conclude that percentage of consumers aware about health benefits is greater than or equal to 20. Hypothesis 3: More than 30 consumers preferred colour during purchasing of Pomegranate fruit. As per the analysis of Q.14 and the study amongst the sample of 300 consumers 79 (i.e.26.3) consumers preferred the colour during purchasing of pomegranate fruit. 1. Formulate the hypothesis. Null Hypothesis: H 0 : p 30 Alternate Hypothesis: H 1 : p >30 2. Formulate an analysis plan. For this analysis, n = 300, x = 79, P 0 and the significance level is, = 5 and sample proportion of success: P = = 0.26 The test method is a two sample z-test because sample size, n > Analyse sample data. 33

12 z = P P 0 P 0(1 P 0) n ( ) = 0.05 (1 0.05) 300 = = Since H 1 is two sided and the rejection regions at 5 level of significance which comes to as under, normal curve area table, then the critical value is: The critical value, z = Interpret results. Since the calculated value of z is which is less than the critical values, i.e Hence, the null hypothesis H 0 is accepted & alternate hypothesis H 1 is rejected. It is conclude that percentage of consumers preferring colour of pomegranates during purchasing is less than or equal to 30. Hypothesis 4: More than 30 consumers consume fruits only & not any other byproduct. As per the analysis of Q.10 and the study amongst the sample of 300 consumers 220 (i.e.73.3) consumers preferred to consume pomegranate fruit only. 1. Formulate the hypothesis. Null Hypothesis: H 0 : p 30 Alternate Hypothesis: H 1 : p >30 2. Formulate an analysis plan. For this analysis, n = 300, x = 220, P 0 and the significance level is, = 5 and sample proportion of success: P = = 0.73 The test method is a two sample z-test because sample size, n > Analyse sample data. z = P P 0 P 0(1 P 0) n ( ) = 0.05 (1 0.05) 300 = = 0.55 Since H 1 is two sided and the rejection regions at 5 level of significance which comes to as under, normal curve area table, then the critical value is: The critical value, z = Interpret results. Since the calculated value of z is 0.55 which is less than the critical values, i.e Hence, the null hypothesis H 0 is accepted & alternate hypothesis H 1 is rejected. It is conclude that percentage of consumers preferring to eat pomegranates fruits only is less than or equal to 30. Here the researcher fails to reject a null hypothesis that is false. The probability of committing a Type II error i.e. Beta (β). 34

13 Suggestions: On the basis of above study the researcher is provided following suggestions with the help of which the perception of consumers may be change & it will help in improving marketing of pomegranate fruits. The suggestions are like 1. As it is proved in different medical tests & researches that pomegranate is a medicated fruit which can cure even the diseases like cancer so it is required to create awareness among consumers about it. It is recommended that the government should conduct a pomegranate campaign throughout state for improving its usage (Like campaign of apple). Different Medias should be involved in this campaign through which the people get information about fruits medical value. 2. It is also recommended that people like processed food as it is ready to eat & adds the value of the pure form, so the government should promote home & cottage industries to produce pomegranate processed products. Even small women s groups can be engaged in to this. It will provide an option to the consumers in the form of processed product which may be like by them. 3. The government should control the prices of the pomegranate fruits, the reason are like the farmers are getting fewer prices of pomegranates but consumers are paying high prices for it. It also means that the mediators of distribution chain in the fruits market are earning more profit. So it is suggested that there is need to cut the marketing chain & reduce it. As direct marketing is always suggested. So farmers should be encouraged to do direct marketing of fruits to consumers. The government should provide outlets to the farmers for selling at different areas of city. Once the direct marketing link has been developed then the both members i.e. farmers & consumers will be beneficial. 4. It is also need to create awareness among consumers about safe food concept because now a day s many fruits are ripened with the help of chemical agents. So there is need to distribute the related material among peoples for creating awareness as well as need to conduct programs on it by agricultural officers. Once the consumers become aware then they will demand organic fruits. So indirectly the demand has been created for organic food in the society, which will be beneficial for all. Their also need to setup organic food selling centers at city with the help of ATMA. 5. The consumes mostly prefer color arils at the time of purchasing of pomegranates so it is suggested that the farmers should see & select the species of the pomegranate which gives good colour to the fruits. It is also suggested that consumers should check whether the fruits is natural colored or chemical. 6. Many consumers complaint about prices so it is suggested that the farmers should try to keep uniqueness in prices & it should be reasonable for consumers. The prices of the pomegranates should be depending on quality, size & weight. As per the parameters provided by agriculture department the pomegranates are divided in to four grades, so if the graded fruits are provided then the consumers can select the fruits as per their budget. 7. It is also suggested to the consumers that they should use different parameters at the time of purchasing of fruits; they should check the colour, freshness, hygiene of the fruits before purchasing. They should also check the quality of fruits so that the retailers will maintain the information. 8. It is recommended that the pomegranates sellers should provide details of the pomegranates like date of cutting, life duration so that it will be easy for consumers at the time purchasing. 35

14 Conclusion: On the basis of above study the researcher tried to understand the perceptions of consumers towards the pomegranate fruit. The researcher analyses the collected data & find out the facts related to consumer perception on the basis of it. The researcher also conducted hypothesis tests of collected data. Pomegranate is a medicated fruit, but there were very less awareness about fruit among consumers. There is need to change the perception of consumers towards it. It is also require promoting pomegranate processing industry so as to provide different by products of the pomegranates to the consumers. The increased awareness among consumers can create good market for pomegranate fruit & will provide opportunities for farmers. References: 1. Ghosh, S. (2006), The Indian economy since independence, India Talk. 2. Ramani, S.V. (2008), Economic Development of India: A personal view, Institute de la recherché Agronomique (INRA), Paris; France. 3. Government of India, Department of Agriculture & Cooperation, Ministry of Agriculture (2013), State of Indian Agriculture , New Delhi, Indian offset press. 4. Government of India, Department of Agriculture & Cooperation, Ministry of Agriculture (2013), Annual Report , New Delhi, Krishi Bhavan. 5. Government of India, National Horticulture Board (2012), Annual Report , Gurgaon. 6. Government of India, Ministry of Agriculture (2012), Indian Horticulture Database http// 8. http// 9. http// 10. Bhattacharya, D.(2006). Research Methodology, Excel Books: New Delhi, pp Michael, V.(2004). Research Methodology in Management, Himalaya Publishing House, Mumbai, pp Singh, D., and Singh, R. (2004). Natural Product Radiance, Vol.3 (2). pp