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Department of Agribusiness Management, S.V. Agricultural College, ANGRAU, Tirupati-517 502.
The study, “Consumer Perception Towards Value-added Nutri-cereal Products in Hyderabad City,” explored how consumers in Hyderabad perceive these products and the factors influencing their perceptions. Conducted with a purposive approach, the research utilized a sample of 124 consumers, primarily aged 26-40, with a majority holding a graduation degree and working in the private sector. Data was collected through personal interviews and analyzed using statistical techniques such as percentage analysis, Likert scale analysis, and factor analysis. The findings indicated that consumers highly valued nutritional attributes, viz., “Rich in vitamin content” and “High in protein” being most positively perceived, while “Lower fat” was less favored. Special attributes like “Nutritional value” and “Packaging” were prioritized, and “Convenience” was the top benefit in diet and lifestyle. The perception of value for money was predominantly “Good.” The study identified that “preservation and time saving” were key factors influencing purchase motives, with other significant factors including “augmentation,” “convenience,” and “influential factors.” Overall, consumers prioritize nutritional value, convenience, and packaging in their perception of value- added nutri-cereal products..
KEYWORDS: Nutri-cereal products, Consumer, Perception, Factors.