Indian Journal of Marketing

Open Access Open Access  Restricted Access Subscription Access
Open Access Open Access Open Access  Restricted Access Restricted Access Subscription Access

Marketing Orientation Led by Consumer Motivations Towards Agribased Products : An Evidence from Udupi District in India


Affiliations
1 Department of Commerce, Manipal Academy of Higher Education, Manipal – 576 104, Karnataka, India
     

   Subscribe/Renew Journal


In this paper, we analyzed consumer motivations towards locally grown fruits and vegetables in the city of Udupi, Karnataka (India). A survey was conducted using mix method (both qualitative and quantitative design) to elicit responses from consumer households of the region. Deductive study design was used to identify concepts and codes of research interest from existing literature and pilot study was conducted to induce new concepts and codes. Further, factor analysis (principal component method) was performed to identify and retain key elements defining consumer motivations. The results indicated that sensory appeal, customer engagement, utility factors, and convenience in shopping were key motivators that influenced consumers' preferences towards locally grown fruits and vegetables. The results were used to develop a stage wise conceptual framework on consumer motivations towards F&V. The study suggested a marketing orientation plan to promote the consumption of fresh fruits & vegetables and its value added products. The marketing strategies can be adopted by horticulture promoting agencies, policy makers, and marketers to design mass marketing campaigns and awareness programs to promote agribusiness.

Keywords

Vegetable Consumption, Marketing Strategy, Consumer Preference, Fruits And Vegetables Marketing, Health Marketing Campaigns.
User
Subscription Login to verify subscription
Notifications
Font Size

  • Akpinar, M. G., Aykin, S. M., Sayin, C., & Ozkan, B. (2009). The role of demographic variables in purchasing decisions on fresh fruits and vegetables. Journal of Food, Agriculture & Environment, 7(3/4), 106 – 110.

  • Alamanos, E., Bourlakis, M., & Tzimitra - Kalogianni, I. (2013). Segmenting Greek tomato consumers: Policy and marketing insights towards a healthy diet. British Food Journal, 115(4), 488 – 507. DOI : 10.1108/00070701311317801

  • Ali, J., Kapoor, S., & Moorthy, J. (2010). Buying behaviour of consumers for food products in an emerging economy. British Food Journal, 112(2), 109 – 124. DOI : 10.1108/00070701011018806

  • Baliga, V., Joshi, H., & Shenoy, S. (2019). Branding of territorial speciality products : A case of Udupi Mattu Gulla Brinjal. Indian Journal of Marketing, 49(1), 8 – 24. DOI : 10.17010/ijom/2019/v49/i1/140601

  • Bourke, L. (2010). Consumer attitude towards and usage of fruits, vegetables and potatoes. Retrieved from online data base of Department of Horticulture, I rish Food Board : https://www.bordbia.ie/industry/manufacturers/insight/publications/bbreports

  • Ceschi, S., Canavari, M., & Castellini, A. (2017). Consumer’s preference and willingness to pay for apple attributes: A choice experiment in large retail outlets in Bologna (Italy). Journal of International Food & Agribusiness Marketing, 30(4), 305 – 322. https://doi.org/10.1080/08974438.2017.1413614

  • Chawla, D., & Sondhi, N. (2011). Research methodology : Concepts and cases (1st ed.). New Delhi : Vikas Publishing House.

  • Chikkamath, M., Atteri, B., Srivastava, S. K., & Roy, S. (2012). Factors influencing consumer behaviour for vegetable purchase. Vegetable Science, 39(1), 35 – 39.

  • Darian, J., & Tucci, L. (2013). Developing marketing strategies to increase vegetable consumption. Journal of Consumer Marketing, 30(5), 427 – 435. https://doi.org/10.1108/JCM-02-2013-0468

  • Dias, J. (2012). Nutritional quality and health benefits of vegetables: A review. Food and Nutrition Sciences, 3(10), 1354 – 1374. http://dx.doi.org/10.4236/fns.2012.310179

  • Drichoutis, A., Lazaridis, P., & Nayga Jr, R. (2009). On consumers' valuation of nutrition information. Bulletin of Economic Research, 61(3), 223 – 247. https://doi.org/10.1111/j.1467-8586.2009.00303.x

  • Hall, J., Moore, S., Harper, S., & Lynch, J. (2009). Global variability in fruit and vegetable consumption. American Journal of Preventive Medicine, 36(5), 402 – 409. https://doi.org/10.1016/j.amepre.2009.01.029

  • Hennink, M., Hutter, I., & Bailey, A. (2011). Qualitative research methods (1st ed.). London : Sage Publications.

  • Javali, S. B., Gudaganavar, N. V., & Shodan, M. J. (2011). Effect of varying sample size in estimation of reliability coefficients of internal consistency. WebmedCentral BIOSTATISTICS 2011, 2(2) : WMC001572. DOI : 10.9754/journal.wmc.2011.001572

  • Jayatillake, P. J., & Mahalianaarachchi, R. (2007). Behavioural pattern of fruit and vegetable consumers in the ‘Pola’ (fair) system in Monaragala district in Sri Lanka. The Journal of Agriculture Sciences, 3(1), 33 – 42.

  • Jose, H., & Koshy, M. P. (2018). Factors influencing young consumers of organic food products to lead a healthy lifestyle. Indian Journal of Marketing, 48(10), 7 – 19. DOI : 10.17010/ijom/2018/v48/i10/132323

  • Kabwama, N. S., Bahendeka, K. S., Wesonga, R., Mutungi, G., & Guwatudde, D. (2019). Low consumption of fruits and vegetables among adults in Uganda: Findings from a countrywide cross-sectional survey. Archives of Public Health, 77(4), 2 – 8. https://doi.org/10.1186/s13690-019-0332-6

  • Kotni, D. (2018). Value chain management model in case of retailing of marine fish. Indian Journal of Marketing, 48(12), 23 – 33. DOI : 10.17010/ijom/2018/v48/i12/139554

  • Krejcie, R. V., & Morgan, D. W. (1970). Determining sample size for research activities. Educational and Psychological Measurement, 30, 607 – 610.

  • Malhotra, N., & Birks, D. (2007). Marketing research : An applied approach (3rd ed.). Harlow : Pearson Education Limited.

  • Mishra, S., Singh, R., & Singh, O. (2014). Economic analysis of marketing of major vegetables in Varanasi district of Uttara Pradesh, India. Economic Affairs, 59(4), 649 – 652. DOI : 10.5958/0976-4666.2014.00038.2

  • Moser, R., Raffaelli, R., & Thilmany, D. D. (2011). Consumer preferences for fruit and vegetables with credencebased attributes : A review. International Food and Agribusiness Management Review, 14(2), 121 – 142.

  • Nti, C., Hagan, J., Bagina, F., & Seglah, M. (2011). Knowledge of nutrition and health benefits and frequency of consumption of fruits and vegetables among Ghanaian homemakers. African Journal of Food Science, 5(6), 333 – 339. Retrieved from http://www.academicjournals.org/ajfs

  • Ohen, B., Umeze, E., & Inyang, O. (2014). Consumer purchase behaviour for fruits and vegetables among civil servants in Essien Udim Government Area, Akwa Ibom State, Nigeria. Food Science and Quality Management, 23(1), 55 – 64.

  • Rameshkumar, S., & Vikraman, A. (2018). Determinants of preference of milk and milk products : The case of rural and urban areas in Kanchipuram district of Tamil Nadu. Indian Journal of Marketing, 48(2), 52 – 65. DOI : 10.17010/ijom/2018/v48/i2/121334

  • Sachdeva, J. K. (2008). Business research methodology (1st ed.). New Delhi : Himalaya Publishing House.

  • Sachdeva, S., Sachdev, T. R., & Sachdeva, R. (2013). Increasing fruit and vegetable consumption: Challenges and opportunities. Indian Journal of Community Medicine, 38(4), 192 – 197. DOI : 10.4103/09700218.120146

  • Sigurdsson, V., Larsen, N. M., & Gunnarsson, D. (2011). An in-store experiment analysis of consumers’ selection of fruits and vegetables. The Services Industries Journal, 31(15), 2587 – 2602. http://dx.doi.org/10.1080/02642069.2011.531126

  • Simon, S., & Manohar, M. B. (2017). Consumer involvement towards ready to eat breakfast cereals in India: An application of revised product involvement inventory (RPII). Indian Journal of Marketing, 47(2), 34 – 46. DOI : 10.17010/ijom/2017/v47/i2/110026

  • Sivathanu, B. (2017). Food marketing and its impact on adolescents’ food choices. Indian Journal of Marketing, 47(8), 46 – 60. DOI : 10.17010/ijom/2017/v47/i8/117432

  • Sulaiman, R., Kalaivani, N., & Handoo, J. (2010). Organized retailing of fresh fruits and vegetables : Is it really helping producers ? (Working Paper 2010- 001). Centre for Research on Innovation and Science Policy (CRISP), Hyderabad,India. Retrieved from https://www.crispindia.org/docs/6%20Organised%20retailing%20in%20fruits%20and%20vegetable s.pdf

  • Tavakol, M., & Dennick, R. (2011). Making sense of Cronbach’s alpha. International Journal of Medical Education, 2, 53 – 55. DOI : 10.5116/ijme.4dfb.8dfd

  • Topcu, Y., Uzundumlu, A., & Yavuz, F. (2010). Designing the marketing strategies for Ispir Sugar Bean as a local product using conjoint analysis. Scientific Research and Essays, 5(9), 887 – 896.

  • Udupi District Statistics, Government of Karnataka, India. (2015). Udupi District Statistics at a glance, 2015-16.

  • Udupi, Karnataka : District Statistics Office, Udupi District, Government of Karnataka.

  • Uma, S., & Bougie, R. (2010). Research methods for business: A skill building approach (5th ed.). New Delhi : John Wiley India.

  • World Bank, Trade Economics. (n.d.). Data. Retrieved from https://tradingeconomics.com/india World Health Organization. (2019, February 11). e-Library of Evidence for Nutrition Actions (eLENA) : Increasing fruit and vegetable consumption to reduce the risk of noncommunicable diseases. Retrieved from https://www.who.int/elena/titles/fruit_vegetables_ncds/en/


Abstract Views: 198

PDF Views: 0




  • Marketing Orientation Led by Consumer Motivations Towards Agribased Products : An Evidence from Udupi District in India

Abstract Views: 198  |  PDF Views: 0

Authors

Vikram Baliga
Department of Commerce, Manipal Academy of Higher Education, Manipal – 576 104, Karnataka, India
G. Santhosha Shetty
Department of Commerce, Manipal Academy of Higher Education, Manipal – 576 104, Karnataka, India
Sandeep Shenoy
Department of Commerce, Manipal Academy of Higher Education, Manipal – 576 104, Karnataka, India

Abstract


In this paper, we analyzed consumer motivations towards locally grown fruits and vegetables in the city of Udupi, Karnataka (India). A survey was conducted using mix method (both qualitative and quantitative design) to elicit responses from consumer households of the region. Deductive study design was used to identify concepts and codes of research interest from existing literature and pilot study was conducted to induce new concepts and codes. Further, factor analysis (principal component method) was performed to identify and retain key elements defining consumer motivations. The results indicated that sensory appeal, customer engagement, utility factors, and convenience in shopping were key motivators that influenced consumers' preferences towards locally grown fruits and vegetables. The results were used to develop a stage wise conceptual framework on consumer motivations towards F&V. The study suggested a marketing orientation plan to promote the consumption of fresh fruits & vegetables and its value added products. The marketing strategies can be adopted by horticulture promoting agencies, policy makers, and marketers to design mass marketing campaigns and awareness programs to promote agribusiness.

Keywords


Vegetable Consumption, Marketing Strategy, Consumer Preference, Fruits And Vegetables Marketing, Health Marketing Campaigns.

References





DOI: https://doi.org/10.17010/ijom%2F2020%2Fv50%2Fi2%2F150438