Author(s):

Cheela Soumya and BL Patil

Abstract: Coconut water is a natural isotonic beverage with electrolytic balance similar to the human blood. Hence called as ‘fluid of life’. Its composition is similar to the composition of Oral Rehydration Solution recommended by the World Health Organization. This study was aimed to estimate the demand for tender coconut and to know the major factors influencing its consumer preference. Sixty consumer respondents were selected randomly in Hubli-Dharwad Municipal Corporation, Karnataka for primary data collection. Analytical techniques like multiple regression and descriptive statistics were used. The price coefficient was negatively significant (-3.87). This indicated the decreased tender coconut consumption with increase in price. The coefficient for dummy variable (season) was negatively significant (-50). The R² found to be 73 per cent. It was observed that there were many factors influencing consumer preference. Majority of the consumers preferred it because of its body cooling and nutritional properties. Most of the consumers disagreed the factor, doctor was suggested to drink, but on the other hand were consuming as they were aware of its nutritional benefits. Some of the respondents opined that tender coconut prices were not according to their budget.

DOI: 10.22271/phyto.2020.v9.i5Sl.13046

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