Abstract
The purpose of this paper is to analyses the relationship between the underlying factors of product and market attributes and socio-demographic profiles of consumers. The aim of the analysis is to assess whether consumer responses vary across product and market attributes. Simple statistical analysis such as descriptive statistical analysis, frequency distribution, cross tabulation, analysis of variance, and factor analysis to assess the consumers’ preferences for livestock products food and market attributes were carried out. Results of this study indicate that indicate that the socio-demographic profile of consumers (gender, age, education and income) significantly influences the purchase decisions. A higher income gender and educational level of consumers influences their decisions on product and market attributes while age seems to have no significant impact. Consumers express significantly different views on various product attributes. Packaging and convenience are important for approximately 60 per cent respondents. Various market attributes clearly indicate that consumers prefer a convenient marketplace with additional service facilities. Development of marketing strategy regarding the products that can be offered at a marketplace based on consumer preferences and behavior.
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