Factors Influencing Purchase Decision of Jackfruit Products in Thiruvananthapuram District

Abstract

Aim: Jackfruit is popularly known as a poor man's fruit in the eastern and southern parts of India. In India, Kerala is the largest jackfruit-producing state. Beyond its nutritional benefits, jackfruit has received attention for its significant environmental and economic benefits, which arise from its numerous culinary applications and potential as a sustainable food supply. Understanding the factors influencing consumer purchase decisions for jackfruit products is becoming increasingly important as the global perspective on food choices moves towards healthier and more sustainable options. Considering this, the study aimed to analyse different factors influencing the purchase decision of jackfruit products in the Thiruvananthapuram district. Methodology: Primary data were collected from the consumers residing in urban centres of Thiruvananthapuram district who had consumed at least one selected product. A purposive sampling method was employed to select 30 consumers for each product category, namely jackfruit chips, jackfruit ice cream, jackfruit flour, and jackfruit varatty. Secondary data were gathered from government reports publications, and journals. Statistical tools like the Index method, Kruskal Wallis, test and Mann-Whitney test were used for the analysis. The study was conducted from August to September 2023. Results: The taste and quality of the product emerged as common variables significantly influencing the four consumer groups in their purchase decisions. Factors like brand availability, quality certification, brand image, and social media were the factors not influencing consumers, except for jackfruit ice cream, which stands out due to additional promotional activities compared to other products. The results of the Kruskal-Wallis and Mann-Whitney test highlight significant differences among consumer groups regarding variables such as taste, convenience to use, convenience to cook, and convenience to travel. Conclusion: The influence of each variable on selected products showed different levels of influence. The taste and quality of the product emerge as common variables significantly influencing consumers in their purchase decisions. The results of the Kruskal-Wallis and Mann-Whitney test showed that the effects of these factors on each consumer group were not consistent.