Perception of consumers towards pomegranate fruit in...

IJRFM Volume 5, Issue 5 (May, 2015) (ISSN 2231-5985) International Journal of Research in Finance and Marketing (IMPACT FACTOR – 5.230)

International Journal of Research in Finance & Marketing Email id: [email protected] http://www.euroasiapub.org

23

Perception of consumers towards pomegranate fruit in Maharashtra

Mr. Kirtikumar L. Ekhande

Assistant Professor

Shreeyash Institute of Management

Gut No. 258(P), Satara Tanda, Aurangabad

Dr. G.T.Patil

Principal

Smt. Vatsalabai Naik Mahila Mahavidyalaya

Pusad, Dist. Yavatmal

Introduction: India is the second largest producer of fruits in the world and holds first position in

production of fruits like mango, banana, sapota, pomegranate and aonla. The Area, Production and

Productivity of fruit crops have registered significant increase during the last ten years. In the Indian

culture Pomegranate is associated with Bhoomidevi (the earth goddess) and Lord Ganesha. Lord

Ganesha is also known as the Bijapuraphalasakta, the one fond of the many-seeded fruit. Ayurveda

the ancient form of medicine in India uses the root, bark, flowers, fruit & leaves of the Pomegranate

for medicinal purposes.

The total area under cultivation of pomegranate in India is 107.00 thousand ha and

production is around 743.00 thousand tons. Maharashtra is the leading producer of pomegranate

followed by Karnataka, Andhra Pradesh, Gujarat and Tamil Nadu. Ganesh, Bhagwa, Ruby, Arakta and

Mridula are the different varieties of pomegranates produced in Maharashtra. The leading fruit

growing states are Maharashtra which accounts for 16.0 per cent of production. In India,

pomegranate is commercially cultivated in Solapur, Sangli, Nasik, Ahmednagar, Pune, Dhule,

Aurangabad, Satara, Osmanabad and Latur districts of Maharashtra; Bijapur, Belgaum and Bagalkot

districts of Karnataka and to a smaller extent in Gujarat, Andhra Pradesh and Tamil Nadu.

Pomegranate is the fruit available throughout the year in Maharashtra. Pomegranate is a

popular fruit due to its low price high nutrient value, and availability unabated. It is considered as

ancient fruit. In ancient times the Pomegranate marketing is related only to Pomegranate fruit, but

in modern marketing, Pomegranate marketing related to various product of Pomegranate. To reduce

post harvest losses substantially and supply quality produce to consumers both domestic, and

international level, we need marketing of Pomegranate.

In recent years the production of pomegranate increased in many areas of Maharashtra and

significantly the marketing of pomegranate becomes major issue. The researcher with the help of

this study tried to understand the consumer’s perception about pomegranate fruits so as to provide

suggestions for improvement in the marketing system of pomegranate.

Research Methodology: The researcher selected six districts for study they are Aurangabad, Jalna, Ahmadnagar,

Nashik, Dhule, Latur. The sample of 50 people randomly selected from each district. In this way the



24

0123456789

10

50 50 50 50 50 50

No

. of

Co

nsu

mer

s

Districts selected for study

0%

50%

100%

5% 5%16%

45%29%

% o

f C

on

sum

ers

Education

total sample of 300 consumers were selected for study. A questionnaire has been designed for

collecting data from respondents. The questionnaire consists of two parts first part was related to

personal information & second part consists questions related to the pomegranate fruit. Their were

20 questions designed in the questionnaire, the questions were both open & close ended.

Hypothesis: 1. More than 50% consumers purchases pomegranates from hawkers.

2. Less than 20% consumers don’t know the health benefits of pomegranate.

3. More than 30% consumers preferred colour during purchasing of pomegranate.

4. More than 30% consumers consume fruits only & not any other byproduct.

Data analysis & interpretation: The researcher analyses the data of questionnaires & presented it in the graphical format, as well as

interpreted each graph and the summary had been written below the graph.

Q.1 Location of the consumers?

Table No.1 Location of the Consumers Graph No. 1. Location of the Consumers

Interpretation:

As per the graph above 50 consumers were selected form six districts randomly. The

consumers are the end users so their study plays major role. The likings, habits of pomegranate

consumers form Aurangabad, Jalna, Ahamadnagar, Nashik, Shule, Latur are studied.

Q.2 Education of the consumers?

Table No. 2. Education of the Consumers Graph No. 2. Education of the Consumers

Location of

Commission

Agents

No. of

Consumers

Percent

Aurangabad 50 16.7

Jalna 50 16.7

Ahmadnagar 50 16.7

Nashik 50 16.7

Dhule 50 16.7

Latur 50 16.7

Total 300 100.0

Education No. of consumers

Percent

<10th 15 5.0

10th 15 5.0

12th 48 16.0

Graduation 135 45.0

Postgraduation 87 29.0

Total 300 100.0



25

0%

50%

100%

Service Self

Employed

Student Other

60%

28.70%9.30% 2%

% o

f C

on

sum

es

Profession of Consumers

0.00%

20.00%

40.00%

60.00%

80.00%

100.00%

9.30%

33.30% 32.33%

3.33% 1.66%

20%

% o

f C

on

sum

ers

Annaul Income

Interpretation:

On the basis of above graph it is interpreted that maximum i.e. 45% consumers are

graduate, 29% consumers are post graduate, 16% consumers are 12th passed, 5% each are having

10th passed & below 10th education. This indicates that the education level is increasing among

society which is good for creating awareness among them about fruits.

Q.3 Profession of consumers?

Table No. 3. Profession of Consumers Graph No. 3. Profession of Consumers

Interpretation:

The above graph shows that 60% consumers are doing service, 28.7% consumers are self

employed, 9.3% are students and 2% consumers belongs to other group that includes housewife’s,

retired people etc. This means maximum people are from working group.

Q. 4 Annual Income of the Consumers?

Table No. 4. Annual Income of consumers Graph No. 4. Annual Income of consumers

Interpretation:

In the answer of this question 20% consumers haven’t given response, in case of remaining

consumers 33.3% have annual income in between Rs. 1-2 Lakh, 32.33% having annual income in

between Rs. 2-5 Lakh, 9.3% consumer earns below Rs. 1Lakh annually, 3.33% consumers annual

income is in between Rs.5-10 Lakh and 1.66% consumers earn highest annual income level i.e. above

10 Lakh.

Q.5 Is pomegranate amongst your most favored fruits?

Table No. 5. Pomegranate amongst favorite Graph No. 5. Pomegranate amongst favorite

Profession No. of

consumers

Percent

Service 180 60

Self Employed 86 28.7

Student 28 9.3

Other 6 2.0

Total 300 100.0

Income No. of

Consumers

Percent

<1Lakh 28 9.3

1-2Lakh 100 33.3

2-5Lakh 97 32.33

5-10Lakh 10 3.33

10< 05 1.66

No Response 60 20

Total 300 100.0



26

Yes, 91%

No, 9%

Yes, 39.33

%

No, 60.66

%

Yes, 52.3

0%

No, 47.7

0%

Interpretation:

On the basis of above graph it is interpreted that according to 91% consumers pomegranate

is one of amongst their favored fruits, whereas 9% consumers says that pomegranate is not amongst

their favorite fruits. This shows that mostly people like pomegranate fruit & consider it as their

favorite fruit.

Q.6 Are you aware of health benefits of Pomegranate?

Table No. 6. Aware about Health Benefits Graph No. 6. Aware about Health Benefits

Interpretation:

Above graph reflects the fact that 66.6% consumers don’t know the health benefits of

pomegranates, only 39.33% consumers knows the health benefits of pomegranates. As

pomegranate is a medicated fruit, can cure many diseases but very few people knows it.

Q.7 Do you eat pomegranate just as it is economical as compared to other fruits?

Table No. 7. Eat Pomegranate Because Graph No. 7. Eat Pomegranate Because

Economic Economic

Favore

d fruit

No. of

Consumers

Percent

Yes 273 91.0

No 27 9.0

Total 300 100.0

Health

Benefits

Frequency Percent

Yes 118 39.33

No 182 60.66

Total 300 100.0

Economical

Reason

No. of

Consumers

Percent

Yes 157 52.3

No 143 47.7

Total 300 100.0



27

Yes, 42.66

%

No, 49.66

%

No

response, 7.66%

0% 20% 40% 60% 80% 100%

Mall

Shop

Hawker

12%

50.70%

37.30%

% of Consumers

Pla

ces

of

pu

rch

asi

ng

Interpretation:

As per above graph 52.3% consumers eat pomegranates because it’s economical, 47.7%

consumers don’t think economical issue is important in eating pomegranates. This means the prices

of pomegranates some how affects consumers, the prices are having relations with consuming

habits.

Q.8 Do you eat pomegranates due to its health benefits?

Table No. 8. Eat Pomegranate Because Table No. 8. Eat Pomegranate Because Healthy

Healthy

Interpretation:

In above question 7.66% consumers haven’t given any kind response, 49.66% consumers

says that they are not considering health aspect at the time of eating pomegranate and 42.66%

consumers says that they eat pomegranates because of health benefits. As again the number of

consumer not considering health benefits of pomegranate are more.

Q.9 Where form you purchase pomegranates?

Table No. 9. Place of purchasing Graph No. 9. Place of purchasing pomegranates

pomegranates

Location of

purchasing

pomegranates

No. of

Consumers

Percent

Mall 36 12.0

Shop 152 50.7

Hawker 112 37.3

Total 300 100.0

Interpretation:

In the above graph 50.7% consumers are purchasing pomegranates from shops, 37.3%

consumers purchasing from hawkers, 12% consumers purchasing at mall. This means maximum

consumers prefer shops for purchasing of pomegranates.

Health Reason Frequency Percent

Yes 128 42.66

No 149 49.66

No response 23 7.66

Total 300 100.0



28

0 20 40 60 80 100

Juice

Other (Anardana etc.)

Only Fruits No processed

product

19

7.7

73.3

% of Consumers

Pro

du

cts

Co

nsu

me

Yes, 39.30

%

No, 60.70

%

Yes, 32.30

%

No, 67.70%

Q.10 Which pomegranate products do you consume?

Table No. 10. Pomegranate products consume Graph No. 10. Pomegranate products

consume

Interpretation:

In case of consumption of pomegranates maximum i.e. 73.3% consumers prefers fruits for

eating, 19% consumers prefer juice of pomegranates, 7.7% consumers prefers other by products like

anardana etc. this shows that people are not habitual of by products of pomegranates may be

because the by products are not available in the market in that percent.

Q.11 Do you know safe food concept?

Table No. 11. Know Safe food concept Graph No. 11. Know Safe food concept

Interpretation:

In case of safe food concept 60.7% consumers don’t know safe food concept whereas 39.3%

consumers know the safe food concept. The consumers are not aware about the chemically infected

fruits which can affect their body.

Q.12 Do you check the pomegranates (whether Organic or inorganic) at the time of

purchasing?

Table No. 12. Checking at the time of Graph No. 12. Checking at the time of

purchasing purchasing

Pomegranate products

No. of consumers

Percent

Juice 57 19.0

Other (Anardana etc.)

23 7.7

Only Fruits No processed product

220 73.3

Total 300 100.0

Safe food

concept

No. of

consumers

Percent

Yes 118 39.3

No 182 60.7

Total 300 100.0

Checking the pomegranates

No. of consumers

Percent

Yes 97 32.3

No 203 67.7

Total 300 100.0



29

95%

4% 1%

0%10%20%30%40%50%60%70%80%90%

100%

Fully ripped Partially

Ripped

No response

% o

f C

on

sum

ers

Preference

0.00% 20.00%40.00%60.00%80.00%100.00%

Colour

Size & Shape

Price

Other (Variety, Type, Aril

size)

No Parameters Checked

No Response

26.30%

14%

7%

14%

26%

12.70%

% of Consumers

Pa

ram

eter

s of

pu

rch

asi

ng

Interpretation:

It is interpreted on the basis of above graph that 67.7% consumers don’t check at the time of

purchasing that the fruits are organic or chemical, 32.3% consumers says that they check it at the

time of purchasing that the fruits are organic or chemical. In fact it is very difficult for a person to

identify the condition of the fruit until and unless the retailer tells. The retailers also don’t know in

some conditions. This is important for body to take organic food.

Q.13 Which type of pomegranate you prefer?

Table No. 13. Preference of Pomegranate Graph No. 13. Preference of Pomegranate

Interpretation:

For above question 1% consumers haven’t given any response, according to 95% consumers they

like to prefer fully ripened pomegranates at the time of purchasing and 4% consumers says they

preferred partially ripened pomegranates. In general most of the people purchases fully ripened

pomegranates because they ready to eat.

Q.14 Which parameters of fruits you consider while purchasing pomegranates?

Table No. 14. Parameters consider Graph No. 14. Parameters consider

Interpretation:

For above question 12.7% consumers don’t given any response, in case of different parameters 26%

consumers says they don’t use any parameter during purchasing of pomegranates, 26.3% consumers

says they uses colour of pomegranate as a parameter for purchasing, 14% prefer size of

Preference No. of

Consumers

Percent

Fully ripped 285 95.0

Partially Ripped 12 4.0

No response 3 1.0

Total 300 100.0

Parameters No. of

Consumers

Percent

Colour 79 26.3

Size & Shape 42 14.0

Price 21 7.0

Other (Variety,

Type, Aril size)

42 14.0

No Parameters

Checked

78 26.0

No Response 38 12.7

Total 300 100.0



30

During

Whole Year, 37%

Specific

Period, 61%

Not

Specific, 2%

Yes, 87%

No, 13%

pomegranate, 7% prefers prices where as the remaining 14% prefers other parameters like type, aril

size, variety, sample taste etc.

Q.15 Do you consume pomegranates throughout the year?

Table No. 15. Consumption of Pomegranates Graph No. 15. Consumption of Pomegranates

Interpretation:

The above graph reflects the fact that 37% consumers consumes pomegranate during whole

year whereas 61% consumers eats pomegranate in specific period, 2% consumers don’t have specific

period for eating pomegranates. The pomegranate eating generally depends on different factors but

consumer’s habits are important.

Q.16 Is pomegranates easily available form market?

Table No. 16. Availability of Pomegranate Graph No. 16. Availability of Pomegranate

Interpretation:

As the 87% consumer says that pomegranate is easily available in market, 13% consumers

say that availability of pomegranates is not easy. As the production of pomegranate increases,

supply increases and their for the availability become more easy.

Consumption of

pomegranates

No. of

Consumers

Percent

During Whole Year 111 37.0

Specific Period 183 61.0

Not Specific 6 2.0

Total 300 100.0

Availability No. of

Consumers

Percent

Yes 261 87.0

No 39 13.0

Total 300 100.0



31

Reasonable

, 74.3

High, 25.7

Yes, 49.30

%No, 50.70%

Yes, 99%

No, 1%

Q.17 Do you think that the present pomegranate prices are reasonable?

Table No. 17. Pomegranate Prices Graph No. 4.7.17. Pomegranate Prices

Interpretation:

On the basis of above graph it is interpreted that maximum i.e.74.3% consumer’s respond

that present prices of pomegranate are reasonable and 25.7% consumers respond that present

prices of pomegranate are high. This means consumers feel prices are not more & affordable.

Q.18 Do you think pomegranate prices has unduly increased in last few years?

Table No. 18. Undue Increase in Graph No. 18. Undue Increase in Prices

Interpretation:

As per the above graph it is interpreted that 49.3% consumers think that pomegranate

prices has unduly increased in last few years, where as 50.7% consumers think that the is no undue

price increase. The price of pomegranates mostly depends on supply, so when supply decrease it

affects the prices.

Q.19 Do you think that by-product production from pomegranate should be encouraged?

Table No. 19. Encouragement for By products Graph No. 19. Encouragement for By products

Prices opinion No. of

Consumers

Percent

Reasonable 223 74.3

High 77 25.7

Total 300 100.0

Prices

increasing

No. of

consumers

Percent

Yes 148 49.3

No 152 50.7

Total 300 100.0

Encourage the

industry

No. of

Consumers

Percent

Yes 297 99.0

No 3 1.0

Total 300 100.0



32

Interpretation:

As per the above graph 99% consumers prefer that by-product production from

pomegranate should be encouraged whereas 1% says not. By product production means addition of

value, the value added products liked by people, so there is need to promote process products of

pomegranates like juice, jam, jelly etc.

Q.20 Any comment or suggestions you would like to give about pomegranate

marketing?

Interpretation:

For above question 50.3% people haven’t provided any response & 2% don’t give any

suggestions, remaining consumers provide following suggestions.

1. By products like fruit juice should make available at less prices.

2. Good quality pomegranates should make available at reasonable prices.

3. The fruits should make available through farmer so as to reduce prices.

4. Should create awareness among peoples about health aspect of pomegranate.

5. Create awareness about safe food concept.

6. Government along with farmers & consumers should develop marketing network.

7. Organic pomegranates should make available.

8. Detail content Information should be providing along with fruits.

Consumers need processed fruits at low prices & health benefits of fruits.

Hypothesis Testing:

Hypothesis 1: More than 50% consumers purchases pomegranates from hawkers. As per the

analysis of Q.9 and the study amongst the sample of 300 consumers 112 (i.e.37%)

consumers prefers to purchases the pomegranates form hawker.

1. Formulate the hypothesis.

Null Hypothesis: H0: p 50%

Alternate Hypothesis: H1: p >50%

2. Formulate an analysis plan.

For this analysis, n = 300, x = 112, P0 and the significance level is, = 5%

and sample proportion of success: P = 112

300 = 0.37

The test method is a two sample z-test because sample size, n > 30.

3. Analyse sample data.

𝑧 = P –P0

P 0(1−P 0)

𝑛

= (0.37−0.05)

0.05 (1−0.05)

300

= 0.32

1.23

= 0.260

Since H1 is two sided and the rejection regions at 5% level of significance which comes to as

under, normal curve area table, then the critical value is:

The critical value, z∝ = 1.64



33

4. Interpret results.

Since the calculated value of z is 0.260 which is less than the critical values, i.e. 1.64. Hence,

the null hypothesis H0 is accepted & alternate hypothesis H1 is rejected. It is conclude that

percentage of consumers purchasing pomegranates from hawkers is less than or equal to

50%.

Hypothesis 2: Less than 20% consumers are aware about the health benefits of pomegranate. As per

the analysis of Q.6 and the study amongst the sample of 300 consumers 118 (i.e.39.33%)

consumers are aware about the health benefits of pomegranate fruit.


Null Hypothesis: H0: p ≥ 20 %

Alternate Hypothesis: H1: p <20%




300 = 0.39



𝑧 = P –P0

P 0(1−P 0)

𝑛

= (0.39−0.05)

0.05 (1−0.05)

300

= 0.34

1.23

= 0.276





Since the calculated value of z is 0.276 which is less than the critical values, i.e. 1.64. Hence, the null

hypothesis H0 is accepted & alternate hypothesis H1 is rejected. It is conclude that percentage of

consumers aware about health benefits is greater than or equal to 20%.

Hypothesis 3: More than 30% consumers preferred colour during purchasing of Pomegranate fruit.

As per the analysis of Q.14 and the study amongst the sample of 300 consumers 79

(i.e.26.3%) consumers preferred the colour during purchasing of pomegranate fruit.







300 = 0.26





34

𝑧 = P –P0

P 0(1−P 0)

𝑛

= (0.26−0.05)

0.05 (1−0.05)

300

= 0.21

1.23

= 0.170




4. Interpret results. Since the calculated value of z is 0.170 which is less than the critical values, i.e. 1.64. Hence, the null


consumers preferring colour of pomegranates during purchasing is less than or equal to 30%.

Hypothesis 4: More than 30% consumers consume fruits only & not any other byproduct.

As per the analysis of Q.10 and the study amongst the sample of 300 consumers 220

(i.e.73.3%) consumers preferred to consume pomegranate fruit only.







300 = 0.73



𝑧 = P –P0

P 0(1−P 0)

𝑛

= (0.73−0.05)

0.05 (1−0.05)

300

= 0.68

1.23

= 0.55





Since the calculated value of z is 0.55 which is less than the critical values, i.e. 1.64. Hence, the null


consumers preferring to eat pomegranates fruits only is less than or equal to 30%. Here the

researcher fails to reject a null hypothesis that is false. The probability of committing a Type II error

i.e. Beta (𝛽).



35

Suggestions: On the basis of above study the researcher is provided following suggestions with

the help of which the perception of consumers may be change & it will help in improving marketing

of pomegranate fruits. The suggestions are like…

1. As it is proved in different medical tests & researches that pomegranate is a medicated fruit

which can cure even the diseases like cancer so it is required to create awareness among

consumers about it. It is recommended that the government should conduct a pomegranate

campaign throughout state for improving its usage (Like campaign of apple). Different

Medias should be involved in this campaign through which the people get information about

fruits medical value.

2. It is also recommended that people like processed food as it is ready to eat & adds the value

of the pure form, so the government should promote home & cottage industries to produce

pomegranate processed products. Even small women’s groups can be engaged in to this. It

will provide an option to the consumers in the form of processed product which may be like

by them.

3. The government should control the prices of the pomegranate fruits, the reason are like the

farmers are getting fewer prices of pomegranates but consumers are paying high prices for

it. It also means that the mediators of distribution chain in the fruits market are earning

more profit. So it is suggested that there is need to cut the marketing chain & reduce it. As

direct marketing is always suggested. So farmers should be encouraged to do direct

marketing of fruits to consumers. The government should provide outlets to the farmers for

selling at different areas of city. Once the direct marketing link has been developed then the

both members i.e. farmers & consumers will be beneficial.

4. It is also need to create awareness among consumers about safe food concept because now a

day’s many fruits are ripened with the help of chemical agents. So there is need to distribute

the related material among peoples for creating awareness as well as need to conduct

programs on it by agricultural officers. Once the consumers become aware then they will

demand organic fruits. So indirectly the demand has been created for organic food in the

society, which will be beneficial for all. Their also need to setup organic food selling centers

at city with the help of ATMA.

5. The consumes mostly prefer color arils at the time of purchasing of pomegranates so it is

suggested that the farmers should see & select the species of the pomegranate which gives

good colour to the fruits. It is also suggested that consumers should check whether the fruits

is natural colored or chemical.

6. Many consumers complaint about prices so it is suggested that the farmers should try to

keep uniqueness in prices & it should be reasonable for consumers. The prices of the

pomegranates should be depending on quality, size & weight. As per the parameters

provided by agriculture department the pomegranates are divided in to four grades, so if the

graded fruits are provided then the consumers can select the fruits as per their budget.

7. It is also suggested to the consumers that they should use different parameters at the time of

purchasing of fruits; they should check the colour, freshness, hygiene of the fruits before

purchasing. They should also check the quality of fruits so that the retailers will maintain the

information.

8. It is recommended that the pomegranates sellers should provide details of the pomegranates

like date of cutting, life duration so that it will be easy for consumers at the time purchasing.



36

Conclusion: On the basis of above study the researcher tried to understand the perceptions of

consumers towards the pomegranate fruit. The researcher analyses the collected data & find out the

facts related to consumer perception on the basis of it. The researcher also conducted hypothesis

tests of collected data. Pomegranate is a medicated fruit, but there were very less awareness about

fruit among consumers. There is need to change the perception of consumers towards it. It is also

require promoting pomegranate processing industry so as to provide different by products of the

pomegranates to the consumers. The increased awareness among consumers can create good

market for pomegranate fruit & will provide opportunities for farmers.

References: 1. Ghosh, S. (2006), The Indian economy since independence, India Talk.

2. Ramani, S.V. (2008), Economic Development of India: A personal view, Institute de la

recherché Agronomique (INRA), Paris; France.

3. Government of India, Department of Agriculture & Cooperation, Ministry of Agriculture

(2013), State of Indian Agriculture 2012-13, New Delhi, Indian offset press.

4. Government of India, Department of Agriculture & Cooperation, Ministry of Agriculture

(2013), Annual Report 2012-13, New Delhi, Krishi Bhavan.

5. Government of India, National Horticulture Board (2012), Annual Report 2011-12, Gurgaon.

6. Government of India, Ministry of Agriculture (2012), Indian Horticulture Database-2012.

7. http// www.pomewonderful.com/about/pomegranate_history-legend/europe.

8. http//www.hort.purdue.edu/newcrop/morton/pomegranate.html.

9. http//www.nhb.gov.in/area_production.html#

10. Bhattacharya, D.(2006). Research Methodology, Excel Books: New Delhi, pp 4-5.

11. Michael, V.(2004). Research Methodology in Management, Himalaya Publishing House,

Mumbai, pp 1-2.

12. http://ori.hhs.gov/education/products/sdsu/res_des1.htm

13. http://www.sagepub.com/upm-data/40007_Chapter8.pdf

14. Singh, D., and Singh, R. (2004). Natural Product Radiance, Vol.3 (2). pp 66-68.

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