A Conjoint Analysis on Consumers’ Revealed Preferences for Products from Coconuts in Madurai City India

Main Article Content

J. Harshini
A. Daniel Viswasam Samuel


India per se being leader nation in coconut production, only 2 per cent hardly utilised for value addition. To discern the pull factors causing consumer preference for coconut products, a study was conducted among different income group of consumers from Madurai city of Tamil Nadu. Five coconut value-added products like desiccated coconut, processed tender coconut, skimmed coconut milk, skimmed coconut milk powder and neera were selected for the study. The objective of the study is to evaluate the performance and specific factor influencing the marketing of selected coconut products and to study the market opportunities of the selected coconut product based on the consumer preference. Conjoint analyses, Multi-log linear function, Dummy variable model, ANOVA with two qualitative variable model were used in the study to find the factors influencing the marketing of selected coconut product. The result from all the analysis conclusively showed that income is the main factor influencing the market opportunities of selected coconut products.

Consumer preference, income groups, market opportunities and conjoint analysis.

Article Details

How to Cite
Harshini, J., & Samuel, A. D. V. (2019). A Conjoint Analysis on Consumers’ Revealed Preferences for Products from Coconuts in Madurai City India. Asian Journal of Agricultural Extension, Economics & Sociology, 34(4), 1-8. https://doi.org/10.9734/ajaees/2019/v34i430204
Short Research Article


Kleber Del Claro, ‎Paulo S. Oliveira, ‎Victor Rico-Gray. Tropical biology and conservation management, Agriculture. EOLSS Publications. 2009;III:268.

Kadere TT, Oniang'o RK, Kutima PM, Muhoho SN. Traditional tapping and distillation methods of coconut wine (mnazi) as practised in the coastal region of Kenya. African Journal of Food, Agriculture, Nutrition and Development. 2004;4(1).

Howard PH, Allen P. Beyond organic and fair trade? An analysis of ecolabel preferences in the United States. Rural Sociology. 2010;75(2):244–269.

Onozaka Y, Nurse G, Thilmany D, McFadden. Defining sustainable food market segments: Do motivations and values vary by shopping locale? American Journal of Agricultural Economics; 2010.
DOI: 10.1093/ajae/aaq152

Onozaka Y, Mcfadden DT. Does local labeling complement or compete with other sustainable labels? A conjoint analysis of direct and joint values for fresh produce claim. American Journal of Agricultural Economics. 2011;93(3):693–706.
DOI: 10.1093/ajae/aar005

Sivakumar K, Parvez Ahmed PM. Impact of water pollution on coconut cultivation in Vellore district, Tamil Nadu. 2016;3-11.
DOI: 10.1007/978-3-319-27228-3_1

Myszczszyn J. Factors influencing the level and differentiation of consumption of food products. Floria Universities Agri-cultural Stetinensis Oeconomica; No. 38. Cab Abstract. 2000;299-306.

Salvador V. Garibay, Katke Jyoti. Market opportunities and challenges for India organic product. Research Institute of Organic Agriculture; Research Report; 2003.

Dhamotharan PG, Devadoss S, Selvaraj KN. Estimation of consumers’ willingness to pay for geographic indications bananas using conjoint analysis. Journal of International Food & Agribusiness Marketing. 2015;27(2):65–78.
DOI: 10.1080/08974438.2013.833574

Yuko Onozaka, Dawn Thilmany, McFadden. Does local labeling complement or compete with other sustainable labels? a conjoint Analysis of direct and joint values for fresh Produce claims. Amer. J. Agr. Econ. 2011;93(3): 693-706.