Factors Influencing the Consumer Buying Behavior towards Alternate Forms of Sugar in Tamil Nadu, India

Abstract

In today's world, people are more aware of the product they consumed. Consumers are mainly relying on their health consciousness. However, people nowadays shift their consumption towards the traditional forms of sugar as they have better nutritional compounds compared to the refined forms of sugar. Here sample respondents are taken based on the traceability of value chains of alternate forms of sugar (Jaggery and Khandsari sugar, Coconut sugar, and Palm sugar). The study was limited to 150 sample respondents in Erode, Tiruppur, Namakkal, and Coimbatore districts of Tamil Nadu where these sugars are transferred with all actors involved in the value chain with the help of markets. Principal Component Analysis is used to analyze the major factor to influence the purchase of sugar. The approximate chi-square statistic (0.774) is also large (>0.50). These factors account for 66.43 percent of the variance in the data. The three components that have the Eigenvalue of 6.58, 2.17, and 1.20 showed the percentage of variance were 43.87, 14.50, and 8.05 respectively. Based on varimax rotation with Kaiser Normalisation, three factors have arrived. The major factors that influenced highly were Health and convenience factor (Issues in white sugar, taste, traditional sweetener, Health consciousness, and Quality), Branding (Price, service of the seller, texture, packaging, Colour, market cleaning, non-perishable and popularity) and the other factor influenced in a fewer way. The result of the study concluded that consumers were mainly oriented about their health conscious and shifting towards traditional based products. Promotional measures were taken to promote these kinds of sugar and aim to bring back the traditional forms of sugar with its innovative technology. Packaging may be improved with biodegradable bags.