A Study On Consumer Preferences Towards

Organic Jaggery in Pune Sector

Under The Guidance Of

RESEARCH GUIDE:
DR. RASHMI MAHAJAN
JADHAV SHAMBHURAJ SHIVAJI
IB2018239 FACULTY MENTOR:
DR. NITESH BEHARE
Research Problem

1. How does nutrition impact consumers choice towards buying jaggery?

2. Do consumers prefer Jaggery because they are health conscious?

3. Are they satisfied with the taste of the jaggery they consume?

4. Why do the consumers prefer jaggery over sugar?

Research Gap
The Literature reviewed reveals that:

1) All the research work done till now is Factory survey and production using few factors at the time that
influence production.

2) There is no research work done using a comprehensive list of factors together which show consumer
satisfaction.

3) There is NO literature review found on the Factors Influencing Consumer satisfaction towards Organic
Jaggery in Pune and nearby Villages.
Research Objective

• *To Study the Factors Affecting to customer preference towards organic jaggery .

• Parameters

• *Nutrition,*Higher Price ,*Taste,*Health consciousness,*Sugar Alternative, *Colour, *Organic reliability

•  Area/ location of research and who will be the respondents.

Pune and Nearby Villages

People who are consuming Organic Jaggery in Pune .

 Research Methodology

•Research Method: Quantitative

• Research Tests- Chi square test, Reliability Test

• Research Design: Descriptive Research

• Area of Research: Organic Jaggery

• Sample Size: 294 Responses

• Statistical Tool: SPPS

• Contact Method: Questionnaire method was used to establish contact with respondents.

• Sampling Method: Random Sampling

Hypothesis 1
H0 – There is No Significant Relationship
Between Nutrition and Consumer preference
Towards organic Jaggery. Chi-Square Tests

Ha – There Is Significant Relationship

  Value df Asymp. Sig. (2-sided)
Between Nutrition and Consumer Preference Pearson Chi-Square
towards Organic Jaggery.
134.658a 16 .000

Likelihood Ratio
94.463 16 .000

Interpretation- There Is Significant Relationship Linear-by-Linear Association

Between Nutrition and Consumer Preference towards 43.319 1 .000

Organic Jaggery(p=0.000). Hence, N of Valid Cases

294    
we reject the null hypothesis. a. 15 cells (60.0%) have expected count less than 5. The minimum expected count is .00.
Hypothesis 2
H0 – There is No Significant Relationship
Between Price and Consumer Preference
Towards organic Jaggery.
Ha – There Is Significant Relationship Chi-Square Tests

Between Price and Consumer Preference

towards Organic Jaggery.
  Value df Asymp. Sig. (2-sided)
Pearson Chi-Square
61.280a 16 .000

Likelihood Ratio
47.084 16 .000
Interpretation -There Is Significant
Linear-by-Linear Association
Relationship Between Price and 24.493 1 .000

Consumer Preference towards Organic N of Valid Cases

294    
Jaggery(p=0.000). Hence, we reject the a. 14 cells (56.0%) have expected count less than 5. The minimum expected count is .00.
null hypothesis
Hypothesis 3
H0 – There is No Significant
Relationship Between Taste and Chi-Square Tests

Consumer Preference Towards

organic Jaggery.   Value df Asymp. Sig. (2-sided)

Ha – There Is Significant Pearson Chi-Square

65.698a 12 .000

Relationship Between Taste And Likelihood Ratio

consumer Preference towards 46.761 12 .000

Organic Jaggery. Linear-by-Linear Association

26.975 1 .000
Interpretation- There Is Significant
N of Valid Cases
Relationship Between Taste and 294    
Consumer Preference towards Organic
Jaggery(p=0.000). Hence, we reject the a. 11 cells (55.0%) have expected count less than 5. The minimum expected count is .03.

null hypothesis
Hypothesis 4
H0 – There is No Significant
Chi-Square Tests
Relationship Between Health
requirement and Consumer Preference
Towards organic Jaggery.
Ha – There Is Significant Relationship   Value df Asymp. Sig. (2-sided)

Between Health requirement And Pearson Chi-Square

74.996a 12 .000

consumer Preference towards Organic Likelihood Ratio

Jaggery . 54.463 12 .000

Interpretation-There Is Significant
Linear-by-Linear Association
23.030 1 .000

Relationship Between Health N of Valid Cases

   
Requirement and Consumer Preference 294

towards Organic Jaggery(p=0.000). a. 11 cells (55.0%) have expected count less than 5. The minimum expected count is .01.

Hence, we reject the null hypothesis

• Hypothesis 5

• H0 – There is No Significant Chi-Square Tests

Relationship Between Sugar

alternative and Consumer
Preference Towards organic
 
Jaggery. Value df Asymp. Sig. (2-sided)
Pearson Chi-Square
76.907a 16 .000

• Ha – There Is Significant Likelihood Ratio

71.782 16 .000
Relationship Between Sugar
alternative And consumer Linear-by-Linear Association

Preference towards Organic 17.348 1 .000

Jaggery.
N of Valid Cases
294    
• Interpretation- There Is
Significant Relationship Between a. 13 cells (52.0%) have expected count less than 5. The minimum expected count is .01.

Sugar Alternative and Consumer

Preference towards Organic
Jaggery(p=0.000). Hence, we
reject the null hypothesis
• Hypothesis 6

• H0 – There is No Significant
Relationship Between Colour and Chi-Square Tests

Consumer Preference Towards

organic Jaggery.   Value df Asymp. Sig. (2-sided)
Pearson Chi-Square
401.504a 16 .000
• Ha – There Is Significant
Relationship Between Colour And Likelihood Ratio
91.621 16 .000

Consumer Preference towards

Linear-by-Linear Association
Organic Jaggery. 36.887 1 .000

N of Valid Cases
   
• Interpretation- There Is Significant 294

Relationship Between Colour and a. 16 cells (64.0%) have expected count less than 5. The minimum expected count is .00.

Consumer Preference towards

Organic Jaggery(p=0.000). Hence,
we reject the null hypothesis.
Key findings

• 44% of Respondents are from Pune City.

• 48% of Respondents are Female.

• The majority of Respondents are tried Organic Jaggery.

• Half of the respondents use jaggery as a part of their Diet.

• 35% of people use jaggery every day.

• The majority of respondents believe that Organic Jaggery is Different from Ordinary Jaggery.

• All respondents buy Jaggery from Store or Factory as they were convenient that place.
• Half of the respondents buy a minimum of 1 kg jaggery monthly and another buy more also.

• 50% of Respondents Used Jaggery powder and Jaggery cubes for Tea or Coffee making.

• Most Respondents think that Organic jaggery is Good for Health.

• Half of Respondents Says Organic Jaggery Tastes Good.

• The majority of respondents think that the Price of Organic Jaggery Is Too High.

• Half of the Respondents use Jaggery as a Substitute for Sugar.

• The majority of Respondents think that Organic jaggery is Nutritious than Sugar.

• The Colour of Organic Jaggery is different from Ordinary Jaggery think the majority of respondents.

• 75% of Respondents Preferred Certified Organic Jaggery.

• 82% of Respondents are Willing to pay extra money for Organic Jaggery.
Suggestions
 Organic Jaggery is not yet famous and not used much outside of
Maharashtra. People do not have much knowledge about Organic jaggery.

 If any big brand such as Tata or Ashirvad or any FMCG company take
initiative and if they started production and explore that Jaggery because
jaggery is a very good substitute for Sugar and also Diabetic patients can
be used that Products.

 Organic Jaggery is nutritious but it cost more than ordinary Jaggery and if
it is produced in Mass production then it will cost less than or equal to
Ordinary jaggery and they had increased the demand of the Organic
Jaggery.
Conclusion
• Most people are willing to pay extra money for organic Jaggery over
Ordinary jaggery.
• People are health conscious and buys products with proper knowledge.

• Organic Jaggery is played an important part in Diet and Majority of people

are satisfied with Organic Jaggery.

• Color of organic Jaggery is different and the taste of organic jaggery is

different than ordinary jaggery.
Thank You