Consumer Attitude and Perception towards Honey-added Food Products in Punjab

Description

Manjot Kaur and Rakesh Rathore (School of Business Studies, Punjab Agricultural University, Ludhiana, Punjab)

This study analyzed consumer attitude, perception and factors influencing consumer preferences towards honey-added food products. Primary data was collected with the help of a pre-structured and non-disguised questionnaire. A sample of 150 respondents, who are currently consuming food products containing honey or are eager to try those products from Ludhiana, Sangrur and Patiala cities, was selected using convenience sampling. Statistical tools like mean, one-sample t-tests and factor analysis were used for analysis of collected data. Two important factors were extracted, i.e., quality and label (26.99 per cent) and taste and brand (23.19 per cent). Consumers perceive that honey-added food products are natural than sugar-based alternatives (4.24), followed by health-conscious (4.14), sugar alternatives (4.15) and health and taste benefits (4.01). Findings of the study revealed a positive consumer attitude and perception towards honey-added food products.