IJRFM Volume 5, Issue 5 (May, 2015) (ISSN 2231-5985) International Journal of Research in Finance and Marketing (IMPACT FACTOR – 5.230)
International Journal of Research in Finance & Marketing Email id: [email protected] http://www.euroasiapub.org
23
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 107.00 thousand ha and
production is around 743.00 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
IJRFM Volume 5, Issue 5 (May, 2015) (ISSN 2231-5985) International Journal of Research in Finance and Marketing (IMPACT FACTOR – 5.230)
International Journal of Research in Finance & Marketing Email id: [email protected] http://www.euroasiapub.org
24
0123456789
10
50 50 50 50 50 50
No
. of
Co
nsu
mer
s
Districts selected for study
0%
50%
100%
5% 5%16%
45%29%
% o
f C
on
sum
ers
Education
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 Consumers Graph No. 1. Location of the Consumers
Interpretation:
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 Consumers Graph No. 2. Education of the Consumers
Location of
Commission
Agents
No. of
Consumers
Percent
Aurangabad 50 16.7
Jalna 50 16.7
Ahmadnagar 50 16.7
Nashik 50 16.7
Dhule 50 16.7
Latur 50 16.7
Total 300 100.0
Education No. of consumers
Percent
<10th 15 5.0
10th 15 5.0
12th 48 16.0
Graduation 135 45.0
Postgraduation 87 29.0
Total 300 100.0
IJRFM Volume 5, Issue 5 (May, 2015) (ISSN 2231-5985) International Journal of Research in Finance and Marketing (IMPACT FACTOR – 5.230)
International Journal of Research in Finance & Marketing Email id: [email protected] http://www.euroasiapub.org
25
0%
50%
100%
Service Self
Employed
Student Other
60%
28.70%9.30% 2%
% o
f C
on
sum
es
Profession of Consumers
0.00%
20.00%
40.00%
60.00%
80.00%
100.00%
9.30%
33.30% 32.33%
3.33% 1.66%
20%
% o
f C
on
sum
ers
Annaul Income
Interpretation:
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 12th passed, 5% each are having
10th passed & below 10th 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 Consumers Graph No. 3. Profession of Consumers
Interpretation:
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 Consumers?
Table No. 4. Annual Income of consumers Graph No. 4. Annual Income of consumers
Interpretation:
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, 32.33% 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
Profession No. of
consumers
Percent
Service 180 60
Self Employed 86 28.7
Student 28 9.3
Other 6 2.0
Total 300 100.0
Income No. of
Consumers
Percent
<1Lakh 28 9.3
1-2Lakh 100 33.3
2-5Lakh 97 32.33
5-10Lakh 10 3.33
10< 05 1.66
No Response 60 20
Total 300 100.0
IJRFM Volume 5, Issue 5 (May, 2015) (ISSN 2231-5985) International Journal of Research in Finance and Marketing (IMPACT FACTOR – 5.230)
International Journal of Research in Finance & Marketing Email id: [email protected] http://www.euroasiapub.org
26
Yes, 91%
No, 9%
Yes, 39.33
%
No, 60.66
%
Yes, 52.3
0%
No, 47.7
0%
Interpretation:
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
Interpretation:
Above graph reflects the fact that 66.6% consumers don’t know the health benefits of
pomegranates, only 39.33% 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
Favore
d fruit
No. of
Consumers
Percent
Yes 273 91.0
No 27 9.0
Total 300 100.0
Health
Benefits
Frequency Percent
Yes 118 39.33
No 182 60.66
Total 300 100.0
Economical
Reason
No. of
Consumers
Percent
Yes 157 52.3
No 143 47.7
Total 300 100.0
IJRFM Volume 5, Issue 5 (May, 2015) (ISSN 2231-5985) International Journal of Research in Finance and Marketing (IMPACT FACTOR – 5.230)
International Journal of Research in Finance & Marketing Email id: [email protected] http://www.euroasiapub.org
27
Yes, 42.66
%
No, 49.66
%
No
response, 7.66%
0% 20% 40% 60% 80% 100%
Mall
Shop
Hawker
12%
50.70%
37.30%
% of Consumers
Pla
ces
of
pu
rch
asi
ng
Interpretation:
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 Table No. 8. Eat Pomegranate Because Healthy
Healthy
Interpretation:
In above question 7.66% consumers haven’t given any kind response, 49.66% consumers
says that they are not considering health aspect at the time of eating pomegranate and 42.66%
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 Graph No. 9. Place of purchasing pomegranates
pomegranates
Location of
purchasing
pomegranates
No. of
Consumers
Percent
Mall 36 12.0
Shop 152 50.7
Hawker 112 37.3
Total 300 100.0
Interpretation:
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.
Health Reason Frequency Percent
Yes 128 42.66
No 149 49.66
No response 23 7.66
Total 300 100.0
IJRFM Volume 5, Issue 5 (May, 2015) (ISSN 2231-5985) International Journal of Research in Finance and Marketing (IMPACT FACTOR – 5.230)
International Journal of Research in Finance & Marketing Email id: [email protected] http://www.euroasiapub.org
28
0 20 40 60 80 100
Juice
Other (Anardana etc.)
Only Fruits No processed
product
19
7.7
73.3
% of Consumers
Pro
du
cts
Co
nsu
me
Yes, 39.30
%
No, 60.70
%
Yes, 32.30
%
No, 67.70%
Q.10 Which pomegranate products do you consume?
Table No. 10. Pomegranate products consume Graph No. 10. Pomegranate products
consume
Interpretation:
In case of consumption of pomegranates maximum i.e. 73.3% 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.
Q.11 Do you know safe food concept?
Table No. 11. Know Safe food concept Graph No. 11. Know Safe food concept
Interpretation:
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
Pomegranate products
No. of consumers
Percent
Juice 57 19.0
Other (Anardana etc.)
23 7.7
Only Fruits No processed product
220 73.3
Total 300 100.0
Safe food
concept
No. of
consumers
Percent
Yes 118 39.3
No 182 60.7
Total 300 100.0
Checking the pomegranates
No. of consumers
Percent
Yes 97 32.3
No 203 67.7
Total 300 100.0
IJRFM Volume 5, Issue 5 (May, 2015) (ISSN 2231-5985) International Journal of Research in Finance and Marketing (IMPACT FACTOR – 5.230)
International Journal of Research in Finance & Marketing Email id: [email protected] http://www.euroasiapub.org
29
95%
4% 1%
0%10%20%30%40%50%60%70%80%90%
100%
Fully ripped Partially
Ripped
No response
% o
f C
on
sum
ers
Preference
0.00% 20.00%40.00%60.00%80.00%100.00%
Colour
Size & Shape
Price
Other (Variety, Type, Aril
size)
No Parameters Checked
No Response
26.30%
14%
7%
14%
26%
12.70%
% of Consumers
Pa
ram
eter
s of
pu
rch
asi
ng
Interpretation:
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 Graph No. 13. Preference of Pomegranate
Interpretation:
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
Interpretation:
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
Preference No. of
Consumers
Percent
Fully ripped 285 95.0
Partially Ripped 12 4.0
No response 3 1.0
Total 300 100.0
Parameters No. of
Consumers
Percent
Colour 79 26.3
Size & Shape 42 14.0
Price 21 7.0
Other (Variety,
Type, Aril size)
42 14.0
No Parameters
Checked
78 26.0
No Response 38 12.7
Total 300 100.0
IJRFM Volume 5, Issue 5 (May, 2015) (ISSN 2231-5985) International Journal of Research in Finance and Marketing (IMPACT FACTOR – 5.230)
International Journal of Research in Finance & Marketing Email id: [email protected] http://www.euroasiapub.org
30
During
Whole Year, 37%
Specific
Period, 61%
Not
Specific, 2%
Yes, 87%
No, 13%
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
Interpretation:
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
Interpretation:
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.
Consumption of
pomegranates
No. of
Consumers
Percent
During Whole Year 111 37.0
Specific Period 183 61.0
Not Specific 6 2.0
Total 300 100.0
Availability No. of
Consumers
Percent
Yes 261 87.0
No 39 13.0
Total 300 100.0
IJRFM Volume 5, Issue 5 (May, 2015) (ISSN 2231-5985) International Journal of Research in Finance and Marketing (IMPACT FACTOR – 5.230)
International Journal of Research in Finance & Marketing Email id: [email protected] http://www.euroasiapub.org
31
Reasonable
, 74.3
High, 25.7
Yes, 49.30
%No, 50.70%
Yes, 99%
No, 1%
Q.17 Do you think that the present pomegranate prices are reasonable?
Table No. 17. Pomegranate Prices Graph No. 4.7.17. Pomegranate Prices
Interpretation:
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
Interpretation:
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 Graph No. 19. Encouragement for By products
Prices opinion No. of
Consumers
Percent
Reasonable 223 74.3
High 77 25.7
Total 300 100.0
Prices
increasing
No. of
consumers
Percent
Yes 148 49.3
No 152 50.7
Total 300 100.0
Encourage the
industry
No. of
Consumers
Percent
Yes 297 99.0
No 3 1.0
Total 300 100.0
IJRFM Volume 5, Issue 5 (May, 2015) (ISSN 2231-5985) International Journal of Research in Finance and Marketing (IMPACT FACTOR – 5.230)
International Journal of Research in Finance & Marketing Email id: [email protected] http://www.euroasiapub.org
32
Interpretation:
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?
Interpretation:
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.
Consumers 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: H0: p 50%
Alternate Hypothesis: H1: p >50%
2. Formulate an analysis plan.
For this analysis, n = 300, x = 112, P0 and the significance level is, = 5%
and sample proportion of success: P = 112
300 = 0.37
The test method is a two sample z-test because sample size, n > 30.
3. Analyse sample data.
𝑧 = P –P0
P 0(1−P 0)
𝑛
= (0.37−0.05)
0.05 (1−0.05)
300
= 0.32
1.23
= 0.260
Since H1 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∝ = 1.64
IJRFM Volume 5, Issue 5 (May, 2015) (ISSN 2231-5985) International Journal of Research in Finance and Marketing (IMPACT FACTOR – 5.230)
International Journal of Research in Finance & Marketing Email id: [email protected] http://www.euroasiapub.org
33
4. Interpret results.
Since the calculated value of z is 0.260 which is less than the critical values, i.e. 1.64. Hence,
the null hypothesis H0 is accepted & alternate hypothesis H1 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: H0: p ≥ 20 %
Alternate Hypothesis: H1: p <20%
2. Formulate an analysis plan.
For this analysis, n = 300, x = 118, P0 and the significance level is, = 5%
and sample proportion of success: P = 118
300 = 0.39
The test method is a two sample z-test because sample size, n > 30.
3. Analyse sample data.
𝑧 = P –P0
P 0(1−P 0)
𝑛
= (0.39−0.05)
0.05 (1−0.05)
300
= 0.34
1.23
= 0.276
Since H1 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∝ = 1.64
4. Interpret results.
Since the calculated value of z is 0.276 which is less than the critical values, i.e. 1.64. Hence, the null
hypothesis H0 is accepted & alternate hypothesis H1 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: H0: p 30%
Alternate Hypothesis: H1: p >30%
2. Formulate an analysis plan.
For this analysis, n = 300, x = 79, P0 and the significance level is, = 5%
and sample proportion of success: P = 79
300 = 0.26
The test method is a two sample z-test because sample size, n > 30.
3. Analyse sample data.
IJRFM Volume 5, Issue 5 (May, 2015) (ISSN 2231-5985) International Journal of Research in Finance and Marketing (IMPACT FACTOR – 5.230)
International Journal of Research in Finance & Marketing Email id: [email protected] http://www.euroasiapub.org
34
𝑧 = P –P0
P 0(1−P 0)
𝑛
= (0.26−0.05)
0.05 (1−0.05)
300
= 0.21
1.23
= 0.170
Since H1 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∝ = 1.64
4. Interpret results. Since the calculated value of z is 0.170 which is less than the critical values, i.e. 1.64. Hence, the null
hypothesis H0 is accepted & alternate hypothesis H1 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: H0: p 30%
Alternate Hypothesis: H1: p >30%
2. Formulate an analysis plan.
For this analysis, n = 300, x = 220, P0 and the significance level is, = 5%
and sample proportion of success: P = 220
300 = 0.73
The test method is a two sample z-test because sample size, n > 30.
3. Analyse sample data.
𝑧 = P –P0
P 0(1−P 0)
𝑛
= (0.73−0.05)
0.05 (1−0.05)
300
= 0.68
1.23
= 0.55
Since H1 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∝ = 1.64
4. Interpret results.
Since the calculated value of z is 0.55 which is less than the critical values, i.e. 1.64. Hence, the null
hypothesis H0 is accepted & alternate hypothesis H1 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).
IJRFM Volume 5, Issue 5 (May, 2015) (ISSN 2231-5985) International Journal of Research in Finance and Marketing (IMPACT FACTOR – 5.230)
International Journal of Research in Finance & Marketing Email id: [email protected] http://www.euroasiapub.org
35
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.
IJRFM Volume 5, Issue 5 (May, 2015) (ISSN 2231-5985) International Journal of Research in Finance and Marketing (IMPACT FACTOR – 5.230)
International Journal of Research in Finance & Marketing Email id: [email protected] http://www.euroasiapub.org
36
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 2012-13, New Delhi, Indian offset press.
4. Government of India, Department of Agriculture & Cooperation, Ministry of Agriculture
(2013), Annual Report 2012-13, New Delhi, Krishi Bhavan.
5. Government of India, National Horticulture Board (2012), Annual Report 2011-12, Gurgaon.
6. Government of India, Ministry of Agriculture (2012), Indian Horticulture Database-2012.
7. http// www.pomewonderful.com/about/pomegranate_history-legend/europe.
8. http//www.hort.purdue.edu/newcrop/morton/pomegranate.html.
9. http//www.nhb.gov.in/area_production.html#
10. Bhattacharya, D.(2006). Research Methodology, Excel Books: New Delhi, pp 4-5.
11. Michael, V.(2004). Research Methodology in Management, Himalaya Publishing House,
Mumbai, pp 1-2.
12. http://ori.hhs.gov/education/products/sdsu/res_des1.htm
13. http://www.sagepub.com/upm-data/40007_Chapter8.pdf
14. Singh, D., and Singh, R. (2004). Natural Product Radiance, Vol.3 (2). pp 66-68.