Access Restriction

Researcher Navyashree, N.
Advisor Umesh, K. B.
Source KrishiKosh-Indian National Agricultural Research System
Content type Text
Educational Degree Master of Business Administration (M.B.A.)
File Format PDF
Language English
Subject Domain (in DDC) Technology ♦ Agriculture & related technologies
Subject Keyword Agricultural Marketing and Co-operation ♦ A Study On Consumer Preference For Value Added Ragi
Abstract Finger millet commonly known as ragi is important food crop in Karnataka. The major objectives of the study were to analyse the factors influencing the consumer preference, to document the range of value added ragi products available in the market with brand and to study the marketing strategy of value added products. Chi-square technique, Henry Garrett ranking technique were employed in the study. Thirty each of the consumers were selected from Bengaluru city, Mysuru city, H. D. Kote of Karnataka. It was found that 36 per cent of the consumers fall under the age group of 30 to 45 years. 53 per cent were males and 73 per cent of the consumers were married and with respect to the family type about 99 per cent of the family belonged to nuclear type. 39 per cent were graduates and among the respondents 44 per cent were software engineers. Nutrition of ragi is the major influencing factor which influences the consumers of ragi product with a score of 70.60 fallowed by health value with garret value 65.60. It was found that fifteen different value added ragi product were available in market. Corporate companies like Britannia and MTR are present in this category. Few of value added ragi products ragi dosa and idli mix, bread, flour etc., are available. Price discount was used as major pricing strategy for promotion of ragi products. The products promotion strategy were focused more on quality and healthiness of the product.
Educational Use Research
Education Level UG and PG
Learning Resource Type Thesis
Publisher Place Bangalore
Size (in Bytes) 2.20 MB
Page Count 43