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Institute of Agri-Business Management, S.V. Agricultural College, ANGRAU, Tirupati-517 502.
The jaggery industry is an unorganized sector in Andhra Pradesh; and providing employment to three lakh people. The present study was taken-up to estimate the consumer preferences towards various forms of cane jaggery. An exploratory research design with multi-stage sampling technique was adopted. Andhra Pradesh state was selected purposively. Based on highest production criteria, Visakhapatnam district was selected. For respondents, 10 retail outlets were selected randomly from 10 retail outlets based on spatial variations, making-up total sample as 100. Data pertaining to 2023 year was obtained through the survey with the help of pre structured and pre-tested schedule. To draw meaningful conclusions from collected data, descriptive statistics and percentage analysis were used. Demographic characters reveal that the majority of the sample consumers were male (52%). The other major characteristics of respondents were; age group of 36 to 50 years, having under graduation degree, professionally employed, monthly income above ₹ 5,00,000, reside in urban areas and belonged to nuclear families. Majority (61%) of consumers preferred the brown color of jaggery. Both solid and granular forms were preferred by most consumers (34%) and offline retail stores were the preferred source of purchase (65%). Special occasions were the preferred time for consuming cane jaggery (56%). For sweetener purpose, majority (47%) of the consumers are preferring combination of less jaggery & more sugar.
KEYWORDS: Can-Jaggery, Consumer Buying Behaviour, Visakhapatnam, Solid form, Liquid form and Grannular form.