Consumer Preferences for Turmeric Quality Attributes: A Conjoint Analysis in Chamarajanagar District, Karnataka, India

Abstract

Consumer purchasing behaviour, heavily influenced by quality preferences, drives the need to understand the desired quality attributes of turmeric. With the increasing emphasis on health and wellness, there's a growing demand for organic and sustainably sourced turmeric among health-conscious consumers. To meet these preferences, quality control measures throughout production and processing stages are crucial. The study employed conjoint analysis to elucidate consumer preferences for turmeric quality attributes in Chamarajanagar district utilizing both primary and secondary data sources. Well-structured questionnaires were employed to gather consumer preference data on attributes such as quantity, colour, texture, origin and longevity. Turmeric's area and production exhibited a positive growth rate despite moderate instability. The additive model was used for analysis proved to be a good fit, with both Pearson’s rank correlation coefficient (0.97) and Kendall’s correlation coefficient (0.89) significant at the one percent probability level. Preferred attributes for turmeric powder among respondents included light-yellow colour, fine texture, a 50g quantity pack, organic origin, and long-lasting nature. Insights gained from this analysis inform product development, marketing strategies, and pricing decisions, enabling producers to tailor turmeric offerings to meet consumer demands effectively and enhance market competitiveness. Promoting domestic turmeric cultivation not only boosts foreign exchange inflow but also improves the economic standing of farmers. Thus, prioritizing enhancements in turmeric cultivation presents a promising avenue for encouraging the agricultural sector and fostering economic growth.