Understanding Consumer Perceptions of Local Horticultural Products Using Factor Analysis in Kumaon Region of Uttarakhand, India

Tara Chandra and Ravi Sanwal

Asian Journal of Agricultural Extension, Economics & Sociology, 2025, vol. 43, issue 12

Abstract: This study examines consumer perceptions of locally produced horticultural products in the Kumaon region of Uttarakhand, with the objective of identifying key factors influencing their market acceptance and commercialization potential. A cross-sectional descriptive research design was adopted, and primary data were collected in May 2024 from major horticultural markets across six districts of Kumaon using a structured questionnaire. Out of 360 consumers approached through simple random sampling, 339 valid responses were analyzed using a five-point Likert scale. Reliability and sampling adequacy were confirmed through Cronbach’s Alpha, a Kaiser–Meyer–Olkin value of 0.826, and a significant Bartlett’s Test of Sphericity (p < 0.001). Exploratory Factor Analysis with Varimax rotation extracted two distinct components—Climate-Dependent Factors (nutritional quality, natural freshness, and flavor profile) and Human-Dependent Factors (market availability, price competitiveness, and product presentation)—which together explained 61.32% of the total variance. Climate-dependent attributes received comparatively higher satisfaction scores (mean range: 2.76–2.81), while human-dependent attributes were rated lower (mean range: 2.41–2.58). The findings indicate that while consumers highly value the intrinsic, climate-linked qualities of hill-grown horticultural products, gaps persist in market-managed attributes. The study concludes that targeted improvements in supply-chain efficiency, pricing mechanisms, and product presentation can significantly enhance the commercialization prospects of local horticultural products and support sustainable livelihood development in the Himalayan hill economy.

Keywords: Marketing (search for similar items in EconPapers)
Date: 2025
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
https://ageconsearch.umn.edu/record/402801/files/Chandra43122025AJAEES150024.pdf (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:ags:ajaees:402801

Access Statistics for this article

More articles in Asian Journal of Agricultural Extension, Economics & Sociology from Asian Journal of Agricultural Extension, Economics & Sociology
Bibliographic data for series maintained by AgEcon Search ().