Abstract

Considering India as a potential export market for 100% Kona coffee, this study explores consumer preferences for imported, specialty, high- end Kona coffee in South India. Conjoint choice experiment with latent class analysis is use d and results indicate that India offers an export market potential for Kona coffee, provided i t caters to consumer preferences. Results show a significant preference for strong taste. The relative importance of price is lower than taste but majority are also adverse to higher prices. How ever,15% of the sample population does not care about price but does care about taste, indicat ing the possibility of a high-end niche market segment. Based on the results, marketing strategies and policy recommendations have been suggested.

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