THE EMERGENCE OF SUPER SEEDS: AN EMPIRICAL STUDY ON CONSUMER PREFERENCES ON SUPER SEEDS

Abstract

The functional food market has significant importance because of increasing health awareness, rapid urbanization and changing lifestyle. This study analyses the consumer buying behaviour of functional seeds (often called super seeds), examines the factors that influence the buying behaviour of consumer and identifies the barriers faced by consumer in purchasing the super seeds. This study includes seven specific seeds for the analysis are chia seeds, flax seeds, sabja (basil) seeds, pumpkin seeds, sunflower seeds, sesame seeds and watermelon seeds. The variables used in the study were nutritional knowledge, price sensitivity, health benefits, brand image and social influence are considered for analysis. The data included in the study was primary data through a well-structured questionnaire from the respondents in Coimbatore city of Tamil Nadu and alongside secondary data from the credible industry sources. The collected data were subjected to various tools like percentage analysis, factor analysis and Garrett ranking technique for the meaningful interpretations. This study aims to help the agribusiness marketers, entrepreneurs and local farmers for prioritize health-based products and make their strategies to meet the current pattern of urban consumer preference.