Vol. 11, Special Issue 7 (2022)

Author(s):
Bharath Kumar Paleti, Dr. D Murugananthi, Dr. A Rohini and Dr. Santhosh Ganapathi Patil

Abstract:
Moringa is an important vegetable and almost in all the backyards in rural area have a moringa tree, unlike in urban area. Moringa used to protect and nourish skin, hair and it is used to cure all the ailments. Even though moringa tree is available in rural areas in plenty, it presence in urban area is limited. The people in urban area have no time to process moringa so they seek for moringa value added products. The varieties of moringa value products are available in market but consumption of moringa product was low in market (Milla, P et al., (2021). Hence the present study proposed with the objective of accessing the awareness level, satisfaction and factors influencing the consumer preference for moringa products. A sample of 180 moringa consumers were selected purposively from Coimbatore district and data was collected by using structured interview schedule. Percentage analysis, relative important index and Garrett score were used to analyses the data. Majority of the consumers were satisfied with the value-added products of moringa. Nutritional benefits were major factor influencing consumers towards moringa value added products. The major constraints faced by consumer to consume moringa value added products were due to lack of adequate information on diversity of Moringa value added products, distance and price to Moringa products in market.