MSc

The study entitled 'Consumer behaviour towards selected agro-processed products -A
microlevel study of Thrissur district' was undertaken to make a comparative analysis of the
pattern of consumer behaviour towards selected agro- processed products viz; spices and
condiments, processed fruits and vegetable and edibleoils and to examine the factors that
influence consumer choices towards packaged agro-processed products.
The study tried to make can explorative analysis on a comparative frame of the rural
and urban consumers. The study was based on primary data collected from sample respond-
ents using-a structured schedule. Two villages and two municipal areas representing rural and
urban consumer universe of Thrissur district constituted the sample. The sample size was
restricted to fifty respondents each from the two rural and two urban areas totalling two
hundred. Appropriate statistical techniques like Likert scale analysis, Q-sort method, Kendall's
coefficient of concordance, satisfaction index and confluence analysis method were employed
for the analysis.
Analysis of socio-economic profile of sample respndents showed that rural respond-
ents were mainly low income groups, with primary eduction andwere unemployed. Higher
income was found among urban consumers and number of employed women was also more
in urban areas. Regarding nature of consumption it was observed that among the selected
products Sauce is the product which was least consumed both in rural and urban areas.
Edibleoils like sunflower oil and palmoil were consumed mainly by urban respondents .
Average monthly household consumption of curry powder/ masalas was higher in rural ar-
eas. Monthly household consumption of processed fruits and vegetables was very lower in
rural and urban area. Homemade form of consumption was mostly observed in rural area for
curry powder/ masalas .In the case of processed fruits and vegetables, squashes and jams
were consumed mainly in branded packed form in both rural and urban areas. Regarding

edible oils, majority in rural area consumed home made edible oil and loose unbranded oils.
In urban areas edible oils were purchased mostly in packed unbranded form. Convinience in
use and easy availability were the major reasons for purchase of branded processed products
in rural and urban areas. Awareness regarding processed products was-higher in urban areas.
Number of brand users was very limited among the sample in rural areas. Family decision
making regarding purchase of branded processed products was mainly in the hands of wife
for curry powder/masalas, children for processed fruits and vegetables, and jointly for
edibleoils. Brand loyalty was more conspicuous in urban areas than rural areas.
In an effort to exmine the general atttitude towards processed products, it was found
that rural respndents had clear negative attitude regarding branded curry powder/ masalas
However in the case of processed fruits and vegetables and edibleoils, favourable attitude
existed among rural and urban consumers.
In an attempt to evaluate the attributes of the products to which consumers agreed and
disagreed, it was found that some similarity existed in the response pattern though variations
were also found. Consumers in both rural and urban areas had apprehension about the purity
of the branded curry powder/masalas available in the market. Both rural and urban consumers
had the feeling that price of processed fruits and vegetable was not reasonable. For edibleoils
rural and urban consumers disagreed that the product was not hazardous to health. Rural and
urban respondents agreed that branded edible oil had good taste and keeping quality .No
similar response pattern was observed regarding attributes which rural and urban consumers
agreed, in the case of curry powder / masalas and processed fruits and vegetables.
Using Q-sort piling of statements into five responses scale points, an attempt was made
to make a comparison of rural and urban response pattern in terms of the various attributes of
the selected products. Similarity in responses pattern in rural and urban areas was observed
for many of the attributes, to which consumers strongly agreed, agreed, undecided, disagreed



and strongly disagreed, though variations were observed in their response pattern in certain
cases.
Parameters that influenced purchase of processed products were almost similar in rural
and urban areas for the selected products. Satisfaction level of brand users of processed products
was reasonable i urban areas, though majority showed dissatisfaction regarding price of the
products.
Analysis on the influence of socio economic factors on consumption of processed
products in rural and urban showed that income, educational level and awareness were the
major determinants of consumer behaviour in rural areas. In urban areas, besides income,
employment and awareness level, education and religion also influenced consumption of proc-
essed products.
The general observation from the study was that rural and urban consumer are not very
similar in their behavioural patterns with regard to the use and consumption of processed



products.