Abstract
Exotic fruits, characterized by their unique flavors, vibrant colors and diverse nutritional profiles, have gained significant popularity in the Indian retail market, reflecting changing consumer preferences and a growing awareness of health benefits. This study explores the fruit consumption, import statistics of fruits and consumer preferences for exotic fruits in Coimbatore city, focusing on demographic characteristics, market availability and the intrinsic and extrinsic attributes influencing purchasing decisions. A survey was conducted to assess the demographic profile of exotic fruit consumers, revealing a predominantly educated and diverse group, with a significant proportion aged 31-45 years. Market analysis identified a wide range of imported fruits, highlighting their price points and seasonal availability. A conjoint analysis was performed to understand the importance of various attributes, including fruit appearance, taste, price and packaging size. Results of the study indicate that vibrant colors and competitive pricing are critical factors in consumer choices, with taste preferences favoring mild sweet and tangy flavors. The study also presents utility values for different product combinations, emphasizing the importance of aligning marketing strategies with consumer preferences. Ultimately, this research contributes to the understanding of consumer behavior regarding exotic fruits and offers practical recommendations for stakeholders in the fruit supply chain.
Published Version
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