Value Addition and Consumer Preference on Social Media Marketing: A Case Study of the Kazhani Farmers Market
Karnika E, Karthikeyan C, Senthil Kumar M, Balaji P, Kavithashree G G
Journal of Scientific Research and Reports · pp. 109–118 · Published 26 Aug 2024
10.9734/jsrr/2024/v30i92335Abstract
This study investigates the role of value addition in shaping consumer preferences through social media marketing, focusing on Kazhani Farmers' Market in Erode district, Tamil Nadu. Conducted in June 2024, the research explores how value-added features, such as improved health benefits, enhanced product quality, and innovative characteristics, influence consumer choices. Using open-ended questions, data were collected from market members on their preferences for value-added products and the reasons behind these preferences. Qualitative analysis performed with NVivo software, revealed that consumers are drawn to products that offer significant benefits, dietary value, and superior quality. The findings indicate that social media marketing strategies highlighting these value-added attributes can effectively engage consumers and drive purchasing decisions. This study provides insights for businesses aiming to optimize their social media presence and cater to health-conscious consumers by emphasizing the unique value of their products.
Cited by 2
Cassandra Joyce Sena · Journal of Interdisciplinary Perspectives · 2026
Showing 1 of 2 known citations — external sources report more than can currently be individually listed.
Related research
- Standardization of Jala Peenisa Choornam Used for Peenisa Rogam — shares topic coverage
- Standardization and Nutrient Composition of Melon and Groundnut Soups as Consumed in Cross River State, Nigeria — shares topic coverage
- Standardization of Amukkirai Chooranam, a Traditional Herbal Preparation in Siddha System of Medicine — shares topic coverage
- Standardization of Seed Coating Polymer in Pigeonpea (Cajanus cajan L.) — shares topic coverage
- Application of Phototrophic Microorganisms as Biofertilizer Isolated from South Gujarat, India — shares topic coverage
Article metrics
Real usage data collected on this platform.
5
Page views
0
PDF downloads
0
Outbound clicks
2
Citations
Views over time
Views by country
Approximate, from request IP at view time — not citizenship or institution. Countries with fewer than 5 views are grouped as "Other".
Traffic sources
Referring site, by host.
Views and downloads exclude known bots/crawlers. Citations combines this platform's own DOI-resolved index with each external source's own reported total — see Cited by above for individually listed citing works. Last refreshed 0 seconds ago.